Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.

1. MEASUREMENT AND EVALUATION RESEARCH
IN CORPORATE COMMUNICATIONS
Paula Nobre
Ana Raposo
Escola Superior de Comunicação Social
19 de Maio 2011

2. PURPOSE
Analyze some methodologies of measurement and
evaluation that have recently been proposed specially in
academic and research sets.

3. PUBLIC RELATIONS
Public Relations = Corporate Communication
↓
Strategic Management Function
Relationship Management between
organisation - publics
Research and Evaluation are essential to PR activity

4. PUBLIC RELATIONS AND EVALUATION
• Until the end of last century evaluation was not a
main concern both for profissionals and
academics
• This is not true any more!
• The last 10 years have been proficuous in
evaluation on PR metrics

5. BARCELONA PRINCIPLES
• 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

6. PR MEASUREMENT AND EVALUATION
Program level
Individual communication programs
Functional level
Evaluation of the overall PR function of a organization
Organizacional level
The contribution that RP makes to the overall efectiveness
Societal level
Evaluations of the contrubution that organization make to the
overall welfare of a society

7. WHAT WE MEASURE
Setting Specific Measurable PR Goals and Objectives
• Measuring PR Outputs
• Measuring PR Outtakes
• Measuring PR Outcomes
• Measuring Business and/or Organizational Outcomes

8. MEDIAL RELATIONS AND AVE
• Measure the economic value of media coverage
• Comparing messages with completly different
contents
• Not possible to measure the value of a negative
new
• Not possible to measure the value of the non-
coverage
• Focus on outpus instead of outcomes

9. WHAT’S BEYOND AVE?
• Measuring only outputs on PR Programs is
simplistic and inadequate
• We are not measuring the ability of PR to create
value for the organization

10. RELATIONSHIPS
PR makes an organization more effective, when:
• Identifies the most strategic publics as part of
strategic management processes
• Conducts communication programs to develop
and maintain effective long-term relationships
between management and those publics.

11. HOW TO MEASURE RELATIONSHIPS
• Long-term relationships can be measured using
six indicators :
– Control Mutuality
– Trust
– Satisfaction
– Commitment
– Exchange Relationship
– Communal Relationships

12. REPUTATION
• Positive relationships result in strong reputations
Corporate reputation is a perceptual representation of a
company’s past actions and future prospects that
describes the firm’s overall appeal to all of its key
constituents when compared with other leading rivals.
(Fombrun, 1996, pp.57)

13. HOW TO MEASURE REPUTATION
• Reputations can be measured by assessing the
degree of Admiration, Trust, Good Feeling and
Overall Esteem for companies (Reputation
Institute)
• Reputation Quotient –standardized instrument
criated in 1998 by Reputation Institute and Harris
Interactive to measure perceptions of companies
across industries and with multiple stakeholder
segments

14. GLOBAL RepTrak – PULSE REPORTS
• Online survey to measure the reputation of the
world's largest 2,500+ companies in 40 countries

15. GLOBAL RepTrak – PULSE REPORTS
• The RepTrak™ model not only measures the health
of a company's reputation across stakeholders,
countries and industries, but also examines which of
7 key driver dimensions most influences the
company's reputation:
– Products / Services
– Innovation
– Workplace
– Governance
– Citizenship
– Leadrship
– Performance

16. TOOLS
• Other tools to measure specific items that
improve reputation process
– Media
– Risk
– Reputation Manual
– Alignment
– Workplace
– Country

17. SOCIAL MEDIA
• Are radically altering the marketplace and the
nature of stakeholder relationships
• Democratization of content
• Shift in the role people play in the process of reading
and disseminating information
• Two way symmetric dialogue – organisation/public
• Interactive nature

18. WHAT DO YOU NEED TO KNOW IN CYBERSPACE?
• What the cyber media is writing about you and
what your constituencies are seeing about you
(and your competition)
• What is the size of the impact you are having
• What your constituencies are saying about you
• What your constituencies think about you
• What action, if any, your constituencies are taking

19. NEW METRICS FOR PR 2.0
• Conversation Index
• Conversations or Threads by Keywords
• Traffic
• Leads or Sales
• Calls to Action
• Engagement
• Autorithy
• Education and Participation
• Registrations, Membership, and Community
Activity

20. TOOL EXEMPLES
• Google
• Radian6
• BuzzLogic
• Neilsen BuzzMetrics
• Social Networks and microcommunities
• Blogpulse Conversation by Neilsen BuzzMetrics
• Web & Social Analytics

21. EVALUATION AT SOCIETAL LEVEL
Identification and evaluation of PR value to society
↓
Communication is a key element to overall
evaluation of the organisation performance
↓
Sustentability e CSR
- Certification SA 8000
- Sustainability Reports (Guidelines GRI)

22. FINAL CONSIDERATIONS
“Public Relations is about building relationships. In building
relationships we maintain connections between
organizations and the people they need to deal with in
order to function.
Working relationships which have a continuous dialogue
so they can be sustained, observed, nurtured and
adapted depending on the impact each party has on
the other.”
Catherine Arrow, in What is Public Relations,
www.prconversations.com