Public Relations Measurement
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The document discusses measuring the success of public relations efforts. It notes that PR spending is projected to increase to $8 billion by 2013, including $3 billion on social media outreach. It provides an overview of key performance indicators (KPIs) used to measure outcomes, including reach, engagement, and tangible support generated. It also distinguishes between owned, earned, and paid media and outlines components of a PR report, including executive summary, measurements, and ROI calculation.
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Public Relations Measurement
- 1. Measuring Your Public Relations Success – Decoding Views, Variables, October 21, 2011 and Value Presented by TC Public Relations
- 3. By 2013, public relations spending will be up to 8 billion dollars, which is a 55% increase from 2008, according to the annual Communications Industry Forecast by private equity firm Veronis Suhler Stevenson (VSS). The $8 billion figure – cited in an Economist article on the vitality of the industry – contains $3 billion that will be spent on word-of-mouth marketing, which includes social media outreach.
- 4. What you did (e.g. reach and frequency) What they thought KPM (e.g. engagement) What they did (e.g. traceable support)
- 7. Owned Earned Paid Media Media Media
- 8. CEO Development Director MISSION Communications Director Public Relations Specialist
- 9. “Believers” “Agnostics” “Atheists”
- 16. I – Who got this done? D – What are the results? Report that Centers on KPM S – What was the process? C –Why done this way?
- 17. D – What are the results? Executive summary List of measurements ROI based on measurements
- 18. I – How was this done? Participation Sentiment Influence
- 19. Steps taken Methodology Coordination S – What was the process?
- 20. Facts and Figures Data and Statistics Accuracy C –Why done this way?
- 21. Overview Directives for time period or assignments Research directive and discovery Proactive and reactive messages Analysis of results
- 22. Focus points of coverage/conversations Best example of KPM results Weighted value for “share of voice” Shining examples that justify efforts
- 23. Lessons learned Recommendations for the future Supporting documentation ◦ Inventory of coverage ◦ Sample quotes from the media/comments ◦ Packaged coverage ◦ Dashboards from metric services
- 24. A 2008 study of news stories in U.K. newspapers found that more than half contained mostly PR material. A study in the Columbia Journalism Review found that more than half the stories in an edition of The Wall Street Journal “were based solely on press releases.” USA Today
- 25. Name one takeaway from today’s program
- 27. Tom Ciesielka 312-422-1333 tc@tcpr.net
Notes de l'éditeur
- Ask Audience about expectations for the presentation. Ask who works at firm that has experience with media relations.
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