7. This $1:$56 ratio is moving in PR’s favor…
TV advertising: $56 billion
Direct Marketing: $48 billion
Newspaper: $30 billion
Internet advertising:
$23 billion
Magazine Today, the PR:advertising ratio is $1:$44
Advertising:
$18 billion
PR:
$4 b
And in 2012 it will be $1:$40.
Data: Zenith Optimedia Analysis: Burson-Marsteller
8. So, from 2005 to 2012,
PR spend will
increase 35%,
and advertising spend will
decrease 3%.
Zenith Optimedia
Burson-Marsteller Data: Zenith Optimedia Analysis: Burson-Marsteller
12. Globally, companies
with the most
effective internal
communications
programs have 47%
higher returns to
shareholders.
12
Watson Wyatt data
13. Case Study:
Real estate website
casa.it increased the
number of paying
agencies on its
website by 24% after
optimizing its
digital and
social media
communications
channels.
13
Burson-Marsteller Case Study
14. Case Study:
The World Wildlife
Foundation awarded
the green light to
Norwegian cod fishing
and exports increased
by up to 34% after a
public relations
program restored
public opinion about
the sustainability of
cod fishing in
Norwegian waters.
14
Burson-Marsteller Case Study
15. Case Study:
Research-based
messaging about the
ease of bypassing
common home
security systems
increased the sales
of home insurance
products 44% for a
leading regional
insurance company.
15
Burson-Marsteller Case Study
16. Case Study:
A New York City
Board of Elections
public education
campaign resulted in
84% of New Yorkers
reporting that they
were confident
about how to use a
newly-implemented
voting system.
16
17.
18. SET MEASURABLE
OBJECTIVES:
Highly effective
communicators are
3 times more likely
to have a formal
measurement program.
18
Watson Wyatt data
19. FOCUS ON
OUTCOMES:
53% of highly effective
communicators are
increasing use of outcome
metrics – as compared
with only 34% of less
effective communicators.
19
Watson Wyatt data
21. Use
DATA-DRIVEN
INSIGHTS
to justify every
component of
a communications
program.
Insights
(beginning)
Measurement Monitoring
(end) (on-going)
21
22. MEASURE
CONTINUOUSLY,
not just at the
end of a program.
Insights
(beginning)
Measurement Monitoring
(end) (on-going)
22 22
23. Burson-Marsteller
has developed
TOOLS to quantify
PR results,
such as…
Insights
(beginning)
Measurement Monitoring
(end) (on-going)
23
24. 48%
Gap
Mainstream
the Message Company
Message Media
Gap Analysis… Message
Insights
(beginning)
Measurement Monitoring
(end) (on-going)
24
25. the Social Media
Check-Up…
Presence Visibility
Insights
(beginning)
Reputation Capabilities
Measurement Monitoring
(end) (on-going)
Vivamus
Cras
Lorem tristique
Duis
Content
sollicitudi
ipsum quam Proin ut
pharetra n enim ac
vitae erat
dolor sit justo non tellus
turpis
pharetra
bibendum
Curabitur Quisque
Nullam Curabitur
placerat mollis
Engagement
Maecena eu metus scelerisq
eros a neque
s ac dolor ac odio ue iaculis
diam nec dui
ornare laoreet nisi vitae
feugiat euismod
rutrum. tristique
fermentu accumsa
25
26. and the Purpose
& Performance
Audit.
Insights
(beginning)
Measurement Monitoring
(end) (on-going)
Purpose Purpose
Communication Impact
time
past 2005 2009
Financial
Financial Performance
Performance
26 26
27. Insights
(beginning)
An Evidence-Based Approach… Measurement Monitoring
(end) (on-going)
with measurable objectives,
a focus on outcomes,
and continuous measurement =