Presentation given at the Institute for Public Relations\' 2009 Summit on Measurement.

1. Building a Research-Centered
Communication Program from the
Ground Up
Mark
R.
Phillips
October,
2009
Ins:tute
for
Public
Rela:ons’
Summit
On
Measurement
Portsmouth,
New
Hampshire
1

14. Applying RPEE to
Resource Management
• Research
• Plan
• Execute
• Evaluate
RPEE
helps
manage
the
communica:on
process.
It
also
can
help
manage
communica:on
resources.

15. Communication Capability
Gap Analysis (2007)
Research Plan Execute Evaluate
ID & Monitor &
Align Disseminate
consolidate clip print
opportunities advisories
opportunities coverage
(editorial & & activities
Monitor &
congressiona Pitch media clip
l calendars, Coordinate broadcast
tours, ops HQ, field and coverage
Conduct
events, etc.) partner conferences Monitor &
activities / interviews clip online
ID & build
relationships coverage
Allocate Disseminate
with editors releases
resources Analyze
& journalists (text, photo, coverage
Prepare & video)
track
Report
engagement
Post online coverage &
materials
assessments

16. Media Engagement Process
Research
&
Execu;on
Planning
VOCUS:
press
release
VOCUS:
distribu:on
media
research
VOCUS:
media
online
newsroom
coverage
CKPR:
CKPR:
opportunity
research
&
pitching
&
placement
outreach
VOCUS:
broad-­‐spectrum
media
monitoring
USO
(tac:cal
awareness)
Cision:
Communica:ons
TV
monitoring
KD
Paine:
strategic
media
eNR:
assessment
print
&
online
monitoring
&
monthly
repor:ng
Assessment

17. Building a Team
Communication
Leadership
Operations Development & Entertainment Website and Publications
Account Human Resources Account Social Media
Account

18. Applying
RPEE
to
the
Communica:on
Process
Research
Plan –
With
whom
do
we
need
to
communicate?
Execute –
Communicate
about
what?
Evaluate
–
What
are
the
best
ways
to
communicate?
–
What
do
we
want
to
achieve?

19. USO
Stakeholders
Corporate
Partners
USO Individual
Employees Donors
Troops &
USO Military Media
Volunteers Families
Congressional Board of
Caucus Governors
Celebrity
Entertainers

20. Applying
RPEE
to
the
Communica:on
Process
Research
–
What
are
our
long-­‐range
goals?
Plan
–
Objec:ves:
What
does
communica:on
need
to
achieve
to
support
these
goals?
Execute
–
Build
an
overarching
communica:on
plan
to
Evaluate
achieve
strategic
goals
(long-­‐term)
–
Build
suppor:ng
communica:on
plans
to
achieve
tac:cal
objec:ves
(short-­‐term)
Strong,
mutually
beneficial
rela8onships
and
effec:ve
communica:on
with
stakeholders
are
key
elements
of
the
USO’s
new
strategic
plan.

21. Applying
RPEE
to
the
Communica:on
Process
Research –
Tradi:onal
media
rela:ons
Plan
–
Na:onal
(Colbert,
Today,
NY
Times)
–
Local
(stakeholders
point
the
way)
Execute
–
Community
rela:ons
(events
&
programs)
Evaluate
–
New
media
rela:ons
(e.g.,
bloggers)
–
Social
media
(Facebook,
Twier,
Ning)
Cross-­‐pla]orm
integra:on
is
key.
Rather
than
fixa:ng
on
specific
channels,
make
informa:on
available
for
easy
stakeholder
access.

22. Applying
RPEE
to
the
Communica:on
Process
Research –
Media
content
analysis
(volume,
tone,
prominence,
dominance,
share,
OTS,
etc.)
Plan
–
PSA
(OTS,
compe::ve
ranking,
value)
Execute
–
Online
engagement
(traffic,
pos:ngs,
Evaluate
comments,
downloads,
etc.)
–
Dona:ons
–
USO-­‐wide
Key
Performance
Indicators
Tie
communica:on
outcomes
to
organiza:onal
KPIs.
KPIs
include
customer
sa:sfac:on,
employee/volunteer
reten:on,
corporate
partner
&
celebrity
recrui:ng,
etc.

23. From
Volume
to
Meaning
23

24. Communica:on
Metrics
Communication
Metrics
Performance Impact
(Efficiency) (Effectiveness)
Stakeholder
Output Process Outcome Stakeholder Opinions & Stakeholder
Awareness & Stakeholder Behavior
Metrics Metrics Metrics Attitudes Relationships
Understanding
Event-to-press Story Pitching Volunteer
# Releases Sent A&U: USO Programs O&A: USO Programs Satisfaction
release time Success Rate (# & %) Hours & Longevity
Individual
Event-to-publication Media
# Events Photographed A&U: USO Services O&A: USO Services Donations (Direct mail Trust
Time Coverage
& online, # & $)
Print: Volume, Tone,
Event-to-Video A&U: Giving O&A: USO as charity of Corporate
# Events Videotaped Impact, Discussion Commitment
Time Opportunities choice Donations (# & $)
Share, Topic Share
TV: Volume, Tone,
% Web Pages Corporate Partnership
# Events on Website Impact, Discussion Control Mutuality
Current Renewals
Share, Topic Share
Radio: Volume, Tone, Relationship Type
% Publications New Corporate
% Events Photographed Impact, Discussion (communal vs
Current Partnerships
Share, Topic Share exchange)
Turn-Around Time for Web: Volume, Tone,
Congressional
% Events Videotaped Center Support Impact, Discussion
(caucus membership)
Requests Share, Topic Share
Turn-Around Time for PSA Run Rate (TV, Celebrity Participation
% Events on Website
Partner Releases Radio, Print, Web) (# celebs & # events)
Customers Served
Press Release PSA Media Value (TV,
# Collateral Produced (via centers,
Accuracy Rate Radio, Print, Web)
entertainment, etc.)
% Products Developed
Web Traffic
On Time
Importance Media Support:
PSA runs

25. Goals
Provide an effective
communication program
Provide adequate
Provide effective brand Provide effective PSA Provide effective PR
resources to execute
management program program
mission
Provide adequate fiscal Increase efforts to Produce high-quality Increase stakeholder
Develop team with
resources to execute standardize use of USO PSAs for TV, print, radio, understanding of USO
required skill sets
mission brand outdoor and online use mission
Ensure brand integrity Increase positive
Ensure employee skill- Provide necessary funds Provide cost-effective
by providing effective stakeholder attitudes
to-job match to execute mission PSA distribution
usage guidelines toward USO mission
Effectively manage
Provide professional Provide IT systems for
outside counsel’s brand Expand PSA audience Increase earned media
development to enhance diverse team with
monitoring and reach coverage
critical skills multiple projects
enforcement
Increase communication
Build positive esprit de Integrate all Increase PSA audience
opportunities for senior
corps communication activities impact
leadership
Effectively integrate
USO & vendor
communication efforts
Ensure consistent
messaging in all USO-
generated media

26. Nested
Communica:on
Metrics
Communica:on
• Outputs
• Process
Efficiency
Performance
• Outcomes
Stakeholder
• Awareness
&
Understanding
• Opinions
&
Agtudes
Impact
• Behavior
• Sa:sfac:on
Stakeholder
• Trust
• Commitment
Rela:onships
• Power
Sharing
• Percep:on
of
Rela:onship
26

27. What
Communica:on
Data
&
Metrics
are
Important?
• Volume:
• Media
Type
• Message
Content
– Pos:ngs
– TV
• Message
Integrity
– Opportuni:es
to
See
– Radio
• PSA
• Share
of
Discussion:
– Newspaper
– Opportuni:es
to
see
– Peers/Compe:tors
– Magazine
– Ranking
(External)
– Online
News
– Media
value
– Departments
– Social
Media
• Stakeholder
(Internal)
• Geography
Engagement
– Programs
(Internal)
• Demographics
• Rela:onship
Quality
• Prominence
• Dominance
• Visibility
27

28. PSA
Campaign
Rankings
28
(Nielsen rankings)

29. PSA
Media
Value
&
ROI
Program Cost: $850,000
Media Value: $70,000,000
2008 (simple) ROI: 8,000%
29

30. Key
Performance
Indicators
Full
messages
High
visibility
Neutral
coverage
Posi:ve
coverage
Overall
coverage
30

31. How
we
do
it
…
What
we
do
…
>2.5M
prepaid
Opera:on
Phone
Home
phone
cards
Engaged,
pro-­‐bono
United
Through
Reading
>30,000
videos
board
Connect
troops
Well-­‐governed
135+
worldwide
Engaged,
pro-­‐bono
with
home
advisory
council
USO
Centers
2008:
6.9
million
visits
Good
business
Free
Internet
cafes
BBB
Wise
Giving
prac:ces
Free
Private
Alliance
member
Telephone
Network
‘08
Charity
Navigator
Efficient
1.5M
since
2003
ra:ng:
3
stars
89%
of
$
spent
go
to
Opera:on
USO
Care
$75
package
for
$25
programs
Non-­‐profit
Package
Items
troops
request
Hello
from
the
Home
Front
LiJ
the
spirits
of
USO
Mobiles
Services
on
the
road
troops
&
families
Serve
NG
&
Reserves
from
home
Road
2
Recovery
1.5M
donors/year
Individual
donors
Supported
by
Comfort
duffels
$35
average
gis
Donors
Opera:on
Enduring
Care
Entertainment
Strong
corporate
Emergency
$
assist.
support
Care
Pages:
Connect
Corporate
partners
Long:me
injured
with
family
rela:onships
Deployable
center
826,000
vol
hours
Deliver
comforts
of
USO
in
a
Box
Web,
phones,
games
(2008)
home
Volunteers
Service
remote
areas
$15.7M
vol
hours
value
(2008)
Tailor
to
unit
needs
USO2GO
~400
worldwide
Employees
Enable
meaningful
Games,
sports,
food,
involvement
crass,
furniture
Donate
:me/talents
MEGS
Gaming
anywhere
Actors,
musicians,
Celebrity
Entertainers
comics,
athletes
Delivering
life-­‐changing
Hi-­‐vis
ambassadors
experiences
around
the
globe
Entertainment
tours
2008:
60
tours
/
556
events
Strong
bipar:san
support
Troops
+
Stars
=
fun
Congressional
caucus
Pro
vs
GI
Joe
Connects
deployed
106
Sesame
Street
Shows/
~175
members
76,000
families
entertained
troops
w/family

32. Social
Media
ac:vity
32

33. Integrate
Engagement
33

34. Media
&
Online
Giving
34

35. What’s next?
35

37. On the Measurement Front
Correlate data from:
– Mainstream and social media
– PSA campaigns
– Web traffic and online donations
With data on:
– National public opinion
– Organizational climate
– Customer satisfaction
– Online sales
– ?
37

38. Takeaways
• Consider the desired end-state from the beginning
• Let long-term goals guide the RPEE process
• Focus on the most important outcomes, given time
and other resource constraints
– Nobody has the resources to do everything
– Focus on what is achievable and meaningful
• Demonstrate results to leadership
– What communication achieves
– What that means
• It’s an ongoing process

39. Mark R. Phillips
VP, Communication
USO
2111 Wilson Boulevard
Suite 1200
Arlington, VA 22201
mphillips@uso.org
(703) 908-6458
Twitter: Mark_Phillips
Skype: MarkRussellPhillips
LinkedIn: www.linkedin.com/in/markrussellphillips