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Measuring PR Value: Our “Higgs Boson?”

Measuring PR Value: Our “Higgs Boson?”. At World Public Relations Forum Melbourne November 20, 2012. John Paluszek Senior Counsel Ketchum . Measuring Public Relations. Two fundamental approaches: I. Within public relations Institute of Public Relations

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Measuring PR Value: Our “Higgs Boson?”

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  1. Measuring PR Value:Our “Higgs Boson?” At World Public Relations Forum Melbourne November 20, 2012 John PaluszekSenior CounselKetchum

  2. Measuring Public Relations Two fundamental approaches: I. Within public relations Institute of Public Relations II. "Cross-industry"/ social media #SMMStandardsConclave

  3. About the Coalition for Public Relations Research Standards • Mission: to provide a broad platform of standards for research and measurement in our field • Charter member organizations • Council of Public Relations Firms • Global Alliance for Public Relations and Communication Management • Institute for Public Relations • International Association for Measurement and Evaluation of Communication • Public Relations Society of America • Bringing together existing efforts and building upon them • Bringing in more associations, agencies, clients

  4. Customer frustration and role in standards setting • What customers are saying • “We can't afford the ‘dueling banjos’ of measurement anymore… We need to develop a position on standard definitions and metrics now or be left behind” – global food and beverage company • We must “create a standard measurement system across all programs and campaigns to deliver consistent, comparable data” – major automotive company • Industry experts must take the lead in developing standards • Customer ultimately ordains a standard by insisting on conformance

  5. What we mean by standards and why they are valuable • A published spec • Establishes common language • Tech specification or other precise criteria • Used consistently as rule or definition • Common language for comparison, increased reliability, greater efficiency • Foster competition, innovation • Better measurement raises credibility

  6. ISO begins with three principles • Consensus • All views are considered • For public relations: client organizations, agencies, research/measurement providers • Soliciting input from start to finish • Industrywide • Satisfy parties worldwide • Voluntary • Market-driven • Involving all interested parties

  7. 2012 deliverables • Social media measurement • Traditional media analysis • Ethical standards for research • Return on investment • Communications lifecycle

  8. #SMMStandards Conclave • "Cross-disciplinary”Eleven marketing and communicationsassociations; eight major corporations • Mission: "Help define social media standards that will work across company brands, agencies and disciplines.”

  9. #SMMStandards Conclave Addressing: • Content sourcing • Engagement measuring • Conversation measurement

  10. #SMMStandards Conclave Available for comment: • Initial Engagement and Conversation Standards www.smmstandards.org

  11. Measuring PR Value:Our “Higgs Boson?” At World Public Relations Forum Melbourne November 20, 2012 John PaluszekSenior CounselKetchum

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