The Measurement Agenda 2020 - including delegate voting

2. The Measurement Agenda 2020- including delegate voting Moderator David B. Rockland, Ph.D., Partner / CEO Ketchum Pleon Change and Global Research

3. Seven Principles of PR Measurement • Importance of Goal Setting and Measurement • Measuring the Effect on Outcomes is Preferred to Measuring Outputs • The Effect on Business Results Can and Should Be Measured Where Possible • Media Measurement Requires Quantity and Quality • AVEs are not the Value of Public Relations • Social Media Can and Should be Measured • Transparency and Replicability are Paramount to Sound Measurement

4. Part 1: WHAT THE INDUSTRY BELIEVES IS IMPORTANT

5. Future of PR Measurement & EvaluationSurvey Results

6. Biggest Challenges to Measuring the Value of Public Relations Q1: What are the biggest challenges to measuring the value of public relations?

7. Most Important Issues in the Next 5 Years • Q2: On a scale of 0 to 10, where 0 is “unimportant” and 10 is “important,” how important is it the following are well understood across the public relations profession in the next five years?

8. Greatest Barriers to Adoption of Standardized Research Techniques • Q4: What do you believe are the greatest barriers to the adoption of standardized research techniques for the measurement of public relations?

9. Current State of PR Measurement • Q5: How much do you agree or disagree with each of the following statements?

10. Part 2: HOW DO WE GET PR PROFESSIONALS TO TAKE MEASUREMENT MORE SERIOUSLY? Views from PR’s Professional Organizations

11. Speakers

12. Public Relations Societyof America Ben Levine Ketchum Pleon

13. PRSA’s commitment to measurement and evaluation in public relations • Entered into a strategic partnership with AMEC • PRSA acts as secretariat for AMEC – North American Chapter. • PRSA’s measurement task force issued a broad set of recommended measurement standards for a variety public relations tactics and outcomes.

15. The Consultants’ View Richard Houghton President, ICCO

16. Consultants and evaluation – the challenge • Consultants do want to evaluate, absolutely! • But things get in the way...

17. Consultants and evaluation – the challenge • Budget, budget , budget • Evaluation as a competitive differentiator • Not all consultants feel equipped for the discussion • Lack of agreement on what should be measured • “If the client wants AVEs they get AVEs” • Lack of consistent methodologies • Diverse and simplistic • Not comparable with other marketing disciplines’ evaluation methodologies • Fear of the results?

18. What consultancies want to know? • Has the campaign met the objectives? • What has worked well and what needs focus? • Messages • Creative • Channels • What impact has the campaign had on the ‘business’ • Does it compare well with other PR campaigns and ideally other marketing campaigns

19. 2020 Measurement Agenda • A standard approach to evaluation • Framework and methodologies • Next step on Barcelona Principles path? • Quantitative and qualitative • Social and ‘traditional’ • Out put • Out come • Out take – business impact • Valuable accumulation of normative data • Developed and endorsed by clients, consultants, and evaluation industry

20. 2020 Measurement AgendaICCO Commitment • Activities to suit varying demands of 28 member countries • Ranging from Africa:Australia:Europe:United States • “Bringing the Barcelona Principles to Life” • Will be part of newly launched online training service for ICCO members • Practical guidance and examples

21. Consultancy Management Standard • Countries operation Consultancy Management Standard (CMS) • 13 currently • Evaluation module being developed • PRCA (UK) and AMEC initiative • Part of a bi-annual audit of consultancy management practice • Carried out by independent auditor • Available to consultancies • In-house teams as well in UK • Kite mark denoting evaluation expertise

22. Institute for Public Relations &IPR Measurement Commission Donald K. Wright, Ph.D. – Professor, Boston University Member of Board of Trustees IPR Past Chair of IPR Measurement Commission IPR Research Fellow

23. About the Institute for Public Relations • An independent foundation dedicated to the science beneath the art of public relations™ • Supporting PR research • Mainstreaming this knowledge into practice through PR education • Not a membership-based model – supported by program revenues and generous contributions • All research and publications are free to the profession, educators and students at www.instituteforpr.org

24. IPR’s focus is on three-kinds of research* • Research used in public relations • To guide and evaluate communications programs • In other words, planning research and measurement • Research on public relations • To understand what we do and how we do it • Benchmarking, best practices and the business of public relations • Research for public relations • Our basic research and social science underpinnings • Often borrowed from other fields • Props to Dr. James E. Grunig

25. Taking measurement more seriously • Understand the PR/comms mission • License to operate • Stakeholder relationships • Understand the PR measurement mission • Better public relations through research • Know our customers • CCO and senior management • CCO and PR unit managers

26. Taking measurement more seriously • Expanded vision • Measurement • Evaluation • Prescription & direction • Measurement and evaluation framework • Activities • Outputs • Outtakes • Outcomes • Business results • Standards, protocols, and best practices • Balance strategic and tactical

27. Planning research and measurement Good researchers debate tools, great researchers debate questions

28. The Valid Metrics Matrix COMMUNICATION / MARKETING FUNNEL P H A S E S Org/ Biz Result

30. Questions we are asking our Board • Does the Grunig model of three kinds of research still provide a valid construct for the profession’s research agenda? • How should we balance involvement in basic research vs. benchmarking, planning and measurement research?  • What big-picture research topics would you add to the list to help you manage better?

31. IPR’s potential research topics • What changes behavior? • How different audiences think, what’s important to them • Broader context for social media, what to measure, what it means • Restoring reputation against backdrop of loss of trust   • What skills/qualifications should influence our hiring • Research models enabling us to predict the probability of an outcome • The business of public relations • Diversity in our business • Understanding generational differences

32. Association for the Measurement and Evaluation of Communications Mike DanielsReport International Chair, AMEC

33. Measurement’s growing • 14% growth last year says measurement is becoming more embedded • Clients increasingly seeing the need for measurement … • Even if they’re not sure what represents best practice • AMEC driving credibility • Social media key opportunity • BUT…

34. From tactical to strategic • Clients demanding way more insight… • The market research mantra really works • Move beyond data and outputs • What worked 15 or 20 years ago isn’t enough now • Need to accept that clients demand greater insight • Brand • Advocacy • Reputation • Competitor insight • Planning/ROI • Business/strategy recommendations

35. Upping our game • Outputs by themselves don’t cut it any more • Staying with data means staying tactical means lower value • Need to move towards business and organisation outcomes • Clients will thank (and pay) us for partnering, not simply servicing • Demands active acceptance of… • Research standards in measurement (no lip service!) • Speed of delivery • Integration • Broader application within the organisation • Greater insight

36. Measurement Agenda 2020:The Agency Imperatives Tim MarkleinPractice Leader, Technology & Analytics, WCGCo-Chair, Measurement Committee, Council of PR Firms Web: www.prfirms.orgTwitter: @CouncilPRFirms

37. CPRF Leadership Commitment “Along with the greater share of marketing budgets going to public relations agencies comes pressure to provide greater accountability for the valuefirms provide. We think there is an opportunity to bring even more revenue to member firms if we can build on the measurement standardssome other industry organizations have created as a framework.” -- Andy Polansky, 2011 CPRF Chair

38. CPRF Measurement Committee • New measurement committee formed Jan. 2011 to fuel best practices, industry standards, agency adoption • Composed of agency research/analytics leaders • Engagement workgroup: Developing metrics guide to help agencies weave together earned, owned, shared and paid media for engaging stakeholders • ROI workgroup: Developing standard definitions and approaches for measuring public relations ROI and communicating value beyond ROI

39. Measurement 2020: Imperative #1 “MEASUREMENT” At the end “ANALYTICS” All the time “ANALYTICS” All the time

40. Measurement 2020: Imperative #2 ENGAGEMENT Show the impact IMPRESSIONS Count the eyeballs “ANALYTICS” All the time

41. Measurement 2020: Imperative #3 ROI = ROI “Results” ≠ ROI 227 Stories ≠ ROI 400K Fans ≠ ROI ROI = Money In, Money Out Value of PR > ROI Value of PR = Tangible + Intangible Value of PR = Near-Term + Lasting

42. Part 3: WHAT’S MISSING TO PUT MEASUREMENT ON THE MAP? WHAT CLIENTS WANT

43. 2020 Measurement AgendaPhilips’ Perspective André Manning, VP, Global Head External Communications & Acting Head Global Marketing & Communications Royal Philips Electronics

44. Philips’ Measurement SystemOneVoice Healthcare & Corporate Consumer, Lighting & Corporate

45. OneVoice Measurement Philosophy Outputs Outcomes Business Results • Are we maintaining, growing or losing presence in the media? • Is the press speaking positively or negatively of our products relative to our competitors? • Is communications conveying our key brand and product messages? • Are we driving awareness of products? • Are we driving brand relevance? • How is communications impacting brand reputation? • Are we maintaining, How does communications impact bottom-line financial results?

46. How OneVoice MeasuresOnline Dashboard Message penetration Reach and Share of Voice Product coverage drivers

47. How OneVoice Measures Facebook Pages Universe

48. How OneVoice Measures Monthly Scorecard 48 *Net Promoter Score is the conversion of AMS to a Promoter Score N/A means no data was available for the month

49. Net Promoter Score Where to Focus Communication Efforts? France

50. Purchase Reason What to Focus Message On -- Business