SlideShare une entreprise Scribd logo
1  sur  34
Measurement &
Evaluation
Moses Gomes
60% of CEOs believe word of mouth has
become more influential in terms of a company’s
business than three years ago.
 71.5% believe online social media outreach can
be effective for corporate communications.
 62.5% of CEOs will be more concerned with ROI
from PR activities in 2010 than they were in
2008
 25.5% of CEOs rarely or never attempt to
measure the success of PR.

Situation analysis
Increasing demand from business leaders to
justify marketing spend.
 Shift away from business unit-focused
measurement to campaign evaluation.
 New social media tools allow for more direct
understanding of customer reaction.
 Desire to better understand how PR can impact
the customer.

What’s hard about measuring ROI?

MAPPING PR EFFORT
TO THE RIGHT RESULTS!
The PR Value Chain
The change
we create
• Customer
preference
• Sales leads

Our
directive

Business Goal
Marketing
Objectives

Outcomes*

• Web traffic
• Sales

RETURN!
Outtakes*

PR Plan

The
impact
we have
• Awareness
• Favorability
• Message
recall

Output*

PR Activity

• Coverage

The result
we achieve

• Event
attendance
• SEO

What
we do

Our
aspirations
 The

final step in your planning is to determine
how you will measure and define “success”


This will be the metric used to determine if your
campaign was a success or failure

 At

the end of your campaign, you should
evaluate based on the metric that was agreed
upon at the beginning
Why Evaluate?








To document success
To encourage future work
To justify your expenses
To improve your future campaigns
To build credibility
To determine a basis for the next campaign
To promote the value of PR in your organization
The Communication Funnel
Overview of the Evaluation
Process








ROI/ROE or
ROE+ROI?
Best Practices
Benchmark
Realistic Goals &
Measurable Objectives
Set Timeline



Establish Methods







Measure
Evaluate




Qualitative
Quantitative
“Triangulate”

Against Benchmark

Recommend Action
Secondary

Qualitative

Triangulation

Quantitative
 Triangulation






Use both qualitative and quantitative methods to
better describe, understand, predict, and control
public relations campaigns
Provides both representative sampling and indepth knowledge of the publics or audiences
under study
Takes the case study into the “real” world
Best Practices
th e r
whe for
ions, paring f
act
tions nt or pre nalysis o
rela clie
n a bout the
lic
pub dding a with a ta a
All be a
begin torical da
they mpaign
. Hill
s
d hi s.
a
n
hn W lton
c
Jo
a
ary a public
now
nd
seco and its
ill & K
er , H
nt
clie
ound
F
Things to Consider
 Was

the campaign well planned?
 Did the recipients understand the message?
 What improvements can be made?
 Did you achieve your stated goals?
 Was the budget adequate?
 What is replicable for future campaigns?
Measuring Success
 There

is a tendency for many PR
practitioners to measure their output, rather
than the achievement of their goals




For example, collecting press clippings is not
enough
Evaluating the cm X cm X .per cm advt cost
Measurement
 In

order to measure success, you must first
define it
 As part of your research and strategic
planning phase, you and your client need to
agree on realistic goals for accomplishment
 This ensures that your work will be
recognized and disagreements will be
minimized
Examples
A

defined increase in sales
 A specific number of mentions in the press
 A measured increase in public awareness of
a brand or service
 A pre-determined increase in customer direct
inquiries about a product or service
Clients from Hell
 The

worst case scenario is ambiguous, illdefined goals
 This invites the client to challenge your work
and effectiveness
Clip Counting
A

physical counting of press placements will
measure productivity
 This may not truly represent success
 There is a temptation to send out excessive
releases to manipulate the perception of
productivity (and add to the client’s bill)
Public Relations Evaluation
Methods


Surveys and Polls







Descriptive
Explanatory
Attitude
Opinion Polls

Content Analysis




Descriptive
Readability
Readership

Communication Audit
 Focus Group
 Field Observation





Participant-Observe
Interview

Case Study
 Triangulation

Example
A

campaign for a new soda is mentioned in
several newspapers and magazines
 Add up the circulation of these publications to
get the estimated “media impressions”
Media Impressions
 Useful

to track the penetration of a message
 However, the number can be misleading
 This number does not reflect how many
people actually saw the message – only how
many were exposed to it
Advertising Value Equivalency
 Since

story placements are “free,” there is an
equivalent rupee value for the exposure
 What would it have cost your client to get the
same sort of exposure via paid placement
advertising?
 The AVE calculates the estimated value of
the exposure (in ad rupee)
AVE
 AVE

helps to justify the expense of your PR
campaign costs
 However, it is not without controversy



Not all media coverage is positive
The value of the story space requires some
subjective judgment and is prone to exaggeration
Systematic Content Analysis
 Many

of these software programs track the
intricacies of the media coverage




Positive vs. negative coverage
Relationship of the coverage vs. your competitors
Contextualization of your coverage compared to
the overall placement opportunities in the media
outlet
Other Forms of Evaluation
 Monitor


the Internet

This includes “gripe groups” (anti-client blogs)
Cost per Person
 It

can be difficult to compare the value of
impressions across various forms of media
 The CPM (cost per thousand) index helps
you assign a rupee value to the expense of
reaching 1,000 people in a particular media
genre
Calculating CPM
 Divide

the total number of media impressions
by the cost of your campaign

 Example:

A INR 10,00,000 campaign that
reaches INR 1,00,00,000 people would have
a CPM of INR 10. (It costs INR10 to reach
1,000 people).
Monitoring Online Chatter


PR Newswire recently launched eWatch, a
service that allows you to track what people
are saying about your client online
Measurement of Audience
Awareness
 How

many people know about your message
or campaign?
 You can conduct surveys to determine the
“audience awareness”
“Audience Attitudes”
 How

does the public feel about your
company, brand, product or service?
 You can measure “audience attitudes” using
benchmark studies that test attitudes both
before and after exposure to the message
Audience Action
 What

action does the audience take as a
result of the exposure to your message?





Do they buy your product?
Do they talk about you?
Did they request more information?
Did they enter your contest?
Conclusion
1.

2.

3.

4.

Without a benchmark, we have no way to
evaluate
Evaluation is process-oriented: knowledgebased and behaviorally-driven
We can evaluate public relations, but what we
evaluate toward is not exactly what some call
“ROI”; ROE must be constantly evaluated to
better predict ROI
We can collect, analyze, evaluation and
recommend courses of action
Measurement and evaluation of media coverage - India -  Public Relations

Contenu connexe

Tendances

Media planning and management unit 1 2021
Media planning and management unit 1 2021Media planning and management unit 1 2021
Media planning and management unit 1 2021Nitin Kashivale
 
Digital Advertising (An Introduction)
Digital Advertising (An Introduction)Digital Advertising (An Introduction)
Digital Advertising (An Introduction)Farzin Fardiss
 
Digital Advertising Overview
Digital Advertising OverviewDigital Advertising Overview
Digital Advertising OverviewDung Tri
 
Research in Public Relations
Research in Public RelationsResearch in Public Relations
Research in Public RelationsMohammad Shihab
 
Marketing Communication Campaign Evaluation
Marketing Communication Campaign EvaluationMarketing Communication Campaign Evaluation
Marketing Communication Campaign EvaluationSatyam Arora
 
Overview of Public Relations Agency
Overview of Public Relations AgencyOverview of Public Relations Agency
Overview of Public Relations AgencyMoses Gomes
 
Lecture 2 New Media & Journalism Dec09
Lecture 2 New Media & Journalism Dec09Lecture 2 New Media & Journalism Dec09
Lecture 2 New Media & Journalism Dec09Ana ADI
 
5 Point Internal Communications Plan
5 Point Internal Communications Plan5 Point Internal Communications Plan
5 Point Internal Communications PlanSnapComms
 
B2B Lead Generation - PPT
B2B Lead Generation - PPTB2B Lead Generation - PPT
B2B Lead Generation - PPTMohit Pachauri
 
10 steps to a successful PR campaign
10 steps to a successful PR campaign10 steps to a successful PR campaign
10 steps to a successful PR campaignMutant Communications
 
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Grape5
 
Public Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR StrategyPublic Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR Strategyzeshan596
 
PR plan template free
PR plan template freePR plan template free
PR plan template freeDebbie Leven
 
Media Planning
Media PlanningMedia Planning
Media Planningadarkdevil
 
The power of me: The impact of personalization on marketing performance
The power of me: The impact of personalization on marketing performanceThe power of me: The impact of personalization on marketing performance
The power of me: The impact of personalization on marketing performanceEpsilon Marketing
 
7 Easy Steps to Create an Effective Email Marketing Plan
7 Easy Steps to Create an Effective Email Marketing Plan7 Easy Steps to Create an Effective Email Marketing Plan
7 Easy Steps to Create an Effective Email Marketing PlanSpan Global Services
 
Writing a PR Plan
Writing a PR PlanWriting a PR Plan
Writing a PR Planbneiswender
 

Tendances (20)

Media planning and management unit 1 2021
Media planning and management unit 1 2021Media planning and management unit 1 2021
Media planning and management unit 1 2021
 
Internal and External PR
Internal and External PRInternal and External PR
Internal and External PR
 
Digital Advertising (An Introduction)
Digital Advertising (An Introduction)Digital Advertising (An Introduction)
Digital Advertising (An Introduction)
 
Big Brand Strategies for Mobile App Marketing
Big Brand Strategies for Mobile App MarketingBig Brand Strategies for Mobile App Marketing
Big Brand Strategies for Mobile App Marketing
 
Digital Advertising Overview
Digital Advertising OverviewDigital Advertising Overview
Digital Advertising Overview
 
Research in Public Relations
Research in Public RelationsResearch in Public Relations
Research in Public Relations
 
Marketing Communication Campaign Evaluation
Marketing Communication Campaign EvaluationMarketing Communication Campaign Evaluation
Marketing Communication Campaign Evaluation
 
Overview of Public Relations Agency
Overview of Public Relations AgencyOverview of Public Relations Agency
Overview of Public Relations Agency
 
Lecture 2 New Media & Journalism Dec09
Lecture 2 New Media & Journalism Dec09Lecture 2 New Media & Journalism Dec09
Lecture 2 New Media & Journalism Dec09
 
5 Point Internal Communications Plan
5 Point Internal Communications Plan5 Point Internal Communications Plan
5 Point Internal Communications Plan
 
B2B Lead Generation - PPT
B2B Lead Generation - PPTB2B Lead Generation - PPT
B2B Lead Generation - PPT
 
10 steps to a successful PR campaign
10 steps to a successful PR campaign10 steps to a successful PR campaign
10 steps to a successful PR campaign
 
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5
 
Public Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR StrategyPublic Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR Strategy
 
PR Campaign - The Plan
PR Campaign - The PlanPR Campaign - The Plan
PR Campaign - The Plan
 
PR plan template free
PR plan template freePR plan template free
PR plan template free
 
Media Planning
Media PlanningMedia Planning
Media Planning
 
The power of me: The impact of personalization on marketing performance
The power of me: The impact of personalization on marketing performanceThe power of me: The impact of personalization on marketing performance
The power of me: The impact of personalization on marketing performance
 
7 Easy Steps to Create an Effective Email Marketing Plan
7 Easy Steps to Create an Effective Email Marketing Plan7 Easy Steps to Create an Effective Email Marketing Plan
7 Easy Steps to Create an Effective Email Marketing Plan
 
Writing a PR Plan
Writing a PR PlanWriting a PR Plan
Writing a PR Plan
 

En vedette

Fact sheet samples
Fact sheet samplesFact sheet samples
Fact sheet samplesDiane Harney
 
Basic Concepts in Measurement and Evaluation
Basic Concepts in Measurement and EvaluationBasic Concepts in Measurement and Evaluation
Basic Concepts in Measurement and EvaluationChacha Bugais
 
Media Relations Planning by Hoem Seiha
Media Relations Planning by Hoem SeihaMedia Relations Planning by Hoem Seiha
Media Relations Planning by Hoem SeihaHoem Seiha
 
Public Relation Perspective (EG.how to conduct an event)
Public Relation Perspective (EG.how to conduct an event)Public Relation Perspective (EG.how to conduct an event)
Public Relation Perspective (EG.how to conduct an event)fathima habeeb
 
Public relation management
Public relation managementPublic relation management
Public relation managementRohan Mohite
 
MEASURE Evaluation Data Quality Assessment Methodology and Tools
MEASURE Evaluation Data Quality Assessment Methodology and ToolsMEASURE Evaluation Data Quality Assessment Methodology and Tools
MEASURE Evaluation Data Quality Assessment Methodology and ToolsMEASURE Evaluation
 
Measuring the value of PR in the digital age. PR in the digital age conferenc...
Measuring the value of PR in the digital age. PR in the digital age conferenc...Measuring the value of PR in the digital age. PR in the digital age conferenc...
Measuring the value of PR in the digital age. PR in the digital age conferenc...CharityComms
 
Sales promotion,public relation and event management
Sales promotion,public relation and event managementSales promotion,public relation and event management
Sales promotion,public relation and event managementvinay kumar
 
Event management service
Event management serviceEvent management service
Event management serviceseema_25
 
Research Methods In Public Relations Practice
Research Methods In Public Relations PracticeResearch Methods In Public Relations Practice
Research Methods In Public Relations Practicejackie57
 
Press Release presentation, Press Release slide, press release in business co...
Press Release presentation, Press Release slide, press release in business co...Press Release presentation, Press Release slide, press release in business co...
Press Release presentation, Press Release slide, press release in business co...Syed Rashid
 
Public Relations, Publicity and Corporate Advertising explained through examples
Public Relations, Publicity and Corporate Advertising explained through examplesPublic Relations, Publicity and Corporate Advertising explained through examples
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
 
Measurement,evaluation,assessment(upload)
Measurement,evaluation,assessment(upload)Measurement,evaluation,assessment(upload)
Measurement,evaluation,assessment(upload)Dr.Shazia Zamir
 

En vedette (20)

Fact sheet samples
Fact sheet samplesFact sheet samples
Fact sheet samples
 
Media evaluation plan
Media evaluation planMedia evaluation plan
Media evaluation plan
 
Basic Concepts in Measurement and Evaluation
Basic Concepts in Measurement and EvaluationBasic Concepts in Measurement and Evaluation
Basic Concepts in Measurement and Evaluation
 
Media Relations Planning by Hoem Seiha
Media Relations Planning by Hoem SeihaMedia Relations Planning by Hoem Seiha
Media Relations Planning by Hoem Seiha
 
PINs workshop: Building Effective Media Relations with Andrea Ellison
PINs workshop: Building Effective Media Relations with Andrea EllisonPINs workshop: Building Effective Media Relations with Andrea Ellison
PINs workshop: Building Effective Media Relations with Andrea Ellison
 
Emotional inteligence imp
Emotional inteligence impEmotional inteligence imp
Emotional inteligence imp
 
Public Relation Perspective (EG.how to conduct an event)
Public Relation Perspective (EG.how to conduct an event)Public Relation Perspective (EG.how to conduct an event)
Public Relation Perspective (EG.how to conduct an event)
 
PR management(ngm)
PR management(ngm)PR management(ngm)
PR management(ngm)
 
Advertising sales promo
Advertising sales promoAdvertising sales promo
Advertising sales promo
 
Public relation management
Public relation managementPublic relation management
Public relation management
 
MEASURE Evaluation Data Quality Assessment Methodology and Tools
MEASURE Evaluation Data Quality Assessment Methodology and ToolsMEASURE Evaluation Data Quality Assessment Methodology and Tools
MEASURE Evaluation Data Quality Assessment Methodology and Tools
 
Measuring the value of PR in the digital age. PR in the digital age conferenc...
Measuring the value of PR in the digital age. PR in the digital age conferenc...Measuring the value of PR in the digital age. PR in the digital age conferenc...
Measuring the value of PR in the digital age. PR in the digital age conferenc...
 
Sales promotion,public relation and event management
Sales promotion,public relation and event managementSales promotion,public relation and event management
Sales promotion,public relation and event management
 
Event management service
Event management serviceEvent management service
Event management service
 
Public relation
Public relationPublic relation
Public relation
 
Research Methods In Public Relations Practice
Research Methods In Public Relations PracticeResearch Methods In Public Relations Practice
Research Methods In Public Relations Practice
 
PUBLIC RELATION
PUBLIC RELATIONPUBLIC RELATION
PUBLIC RELATION
 
Press Release presentation, Press Release slide, press release in business co...
Press Release presentation, Press Release slide, press release in business co...Press Release presentation, Press Release slide, press release in business co...
Press Release presentation, Press Release slide, press release in business co...
 
Public Relations, Publicity and Corporate Advertising explained through examples
Public Relations, Publicity and Corporate Advertising explained through examplesPublic Relations, Publicity and Corporate Advertising explained through examples
Public Relations, Publicity and Corporate Advertising explained through examples
 
Measurement,evaluation,assessment(upload)
Measurement,evaluation,assessment(upload)Measurement,evaluation,assessment(upload)
Measurement,evaluation,assessment(upload)
 

Similaire à Measurement and evaluation of media coverage - India - Public Relations

PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
 
Measurement & Evaluation
Measurement & EvaluationMeasurement & Evaluation
Measurement & EvaluationBrett Atwood
 
Tools to Measure Twitter & Facebook ROI
Tools to Measure Twitter & Facebook ROITools to Measure Twitter & Facebook ROI
Tools to Measure Twitter & Facebook ROIMarvin Dejean
 
Measurement white paper final
Measurement white paper finalMeasurement white paper final
Measurement white paper finalRoberto López
 
1630 omma metrics josh chasin
1630 omma metrics josh chasin1630 omma metrics josh chasin
1630 omma metrics josh chasinMediaPost
 
Improving Your Advertising Campaigns Through The Power Of Surveys
Improving Your Advertising Campaigns Through The Power Of SurveysImproving Your Advertising Campaigns Through The Power Of Surveys
Improving Your Advertising Campaigns Through The Power Of SurveysSurvmetrics
 
Business Plan design for beginner .pptx
Business Plan design for beginner  .pptxBusiness Plan design for beginner  .pptx
Business Plan design for beginner .pptxRDNGPP
 
Barcelona declaration of measurement principles final with results voting. 20...
Barcelona declaration of measurement principles final with results voting. 20...Barcelona declaration of measurement principles final with results voting. 20...
Barcelona declaration of measurement principles final with results voting. 20...Eric Schwartzman
 
HatlingFlint KNOW Series
HatlingFlint KNOW SeriesHatlingFlint KNOW Series
HatlingFlint KNOW SeriesFlint Group
 
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...RNLI - Beyond vanity metrics: setting objectives for your social channels | S...
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...CharityComms
 
Social Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementSocial Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementMohamed Mahdy
 
Social Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementSocial Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementBrandwatch
 
Nielsen: Brand_building_beyond_clicks Apr 2013
Nielsen: Brand_building_beyond_clicks Apr 2013Nielsen: Brand_building_beyond_clicks Apr 2013
Nielsen: Brand_building_beyond_clicks Apr 2013Brian Crotty
 
Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Wecomex Ltd
 
Operational communication IBSM
Operational communication IBSMOperational communication IBSM
Operational communication IBSMGeoffrey Hurth
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring TapeWerkshop Marketing
 

Similaire à Measurement and evaluation of media coverage - India - Public Relations (20)

Pa685 m7 ppt_alternate
Pa685 m7 ppt_alternatePa685 m7 ppt_alternate
Pa685 m7 ppt_alternate
 
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...
 
Measurement & Evaluation
Measurement & EvaluationMeasurement & Evaluation
Measurement & Evaluation
 
PRSA 2010 International Conference
PRSA 2010 International ConferencePRSA 2010 International Conference
PRSA 2010 International Conference
 
Tools to Measure Twitter & Facebook ROI
Tools to Measure Twitter & Facebook ROITools to Measure Twitter & Facebook ROI
Tools to Measure Twitter & Facebook ROI
 
Measurement white paper final
Measurement white paper finalMeasurement white paper final
Measurement white paper final
 
1630 omma metrics josh chasin
1630 omma metrics josh chasin1630 omma metrics josh chasin
1630 omma metrics josh chasin
 
Improving Your Advertising Campaigns Through The Power Of Surveys
Improving Your Advertising Campaigns Through The Power Of SurveysImproving Your Advertising Campaigns Through The Power Of Surveys
Improving Your Advertising Campaigns Through The Power Of Surveys
 
Business Plan design for beginner .pptx
Business Plan design for beginner  .pptxBusiness Plan design for beginner  .pptx
Business Plan design for beginner .pptx
 
Barcelona declaration of measurement principles final with results voting. 20...
Barcelona declaration of measurement principles final with results voting. 20...Barcelona declaration of measurement principles final with results voting. 20...
Barcelona declaration of measurement principles final with results voting. 20...
 
Accelerate Your ROI with Marketing Automation - Andrew Chow, Ideas & Concepts
Accelerate Your ROI with Marketing Automation - Andrew Chow, Ideas & ConceptsAccelerate Your ROI with Marketing Automation - Andrew Chow, Ideas & Concepts
Accelerate Your ROI with Marketing Automation - Andrew Chow, Ideas & Concepts
 
HatlingFlint KNOW Series
HatlingFlint KNOW SeriesHatlingFlint KNOW Series
HatlingFlint KNOW Series
 
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...RNLI - Beyond vanity metrics: setting objectives for your social channels | S...
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...
 
Documenting The Business Outcomes
Documenting The Business OutcomesDocumenting The Business Outcomes
Documenting The Business Outcomes
 
Social Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementSocial Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign Measurement
 
Social Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementSocial Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign Measurement
 
Nielsen: Brand_building_beyond_clicks Apr 2013
Nielsen: Brand_building_beyond_clicks Apr 2013Nielsen: Brand_building_beyond_clicks Apr 2013
Nielsen: Brand_building_beyond_clicks Apr 2013
 
Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy
 
Operational communication IBSM
Operational communication IBSMOperational communication IBSM
Operational communication IBSM
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring Tape
 

Plus de Moses Gomes

What is public relations - Moses Gomes
What is public relations - Moses GomesWhat is public relations - Moses Gomes
What is public relations - Moses GomesMoses Gomes
 
Understanding social media for business - Moses Gomes
Understanding social media for business - Moses GomesUnderstanding social media for business - Moses Gomes
Understanding social media for business - Moses GomesMoses Gomes
 
Understanding market research - Moses Gomes
Understanding market research - Moses GomesUnderstanding market research - Moses Gomes
Understanding market research - Moses GomesMoses Gomes
 
Social media strategy plan - basic principle - Moses Gomes
Social media strategy plan - basic principle - Moses GomesSocial media strategy plan - basic principle - Moses Gomes
Social media strategy plan - basic principle - Moses GomesMoses Gomes
 
Social media and customer support - Moses Gomes
Social media and customer support - Moses GomesSocial media and customer support - Moses Gomes
Social media and customer support - Moses GomesMoses Gomes
 
Search Engine Optimization - Moses Gomes
Search Engine Optimization - Moses GomesSearch Engine Optimization - Moses Gomes
Search Engine Optimization - Moses GomesMoses Gomes
 
Sample strategy plan - Basillio Butter - Moses Gomes
Sample strategy plan - Basillio Butter - Moses GomesSample strategy plan - Basillio Butter - Moses Gomes
Sample strategy plan - Basillio Butter - Moses GomesMoses Gomes
 
What is Content marketing - Moses Gomes
What is Content marketing - Moses GomesWhat is Content marketing - Moses Gomes
What is Content marketing - Moses GomesMoses Gomes
 
Content and copywriting for digital - Moses Gomes
Content and copywriting for digital - Moses GomesContent and copywriting for digital - Moses Gomes
Content and copywriting for digital - Moses GomesMoses Gomes
 
Understanding Email marketing for beginners - Moses Gomes
Understanding Email marketing for beginners - Moses GomesUnderstanding Email marketing for beginners - Moses Gomes
Understanding Email marketing for beginners - Moses GomesMoses Gomes
 
Overview on Indian Media and Advertising industry
Overview on Indian Media and Advertising industry Overview on Indian Media and Advertising industry
Overview on Indian Media and Advertising industry Moses Gomes
 
B2B content marketing - Indian context
B2B content marketing - Indian contextB2B content marketing - Indian context
B2B content marketing - Indian contextMoses Gomes
 
Digital marketing overview
Digital marketing overviewDigital marketing overview
Digital marketing overviewMoses Gomes
 
Digital marketing case studies
Digital marketing case studiesDigital marketing case studies
Digital marketing case studiesMoses Gomes
 
Strategy plan for launch of XERO software in India
Strategy plan for launch of XERO software in IndiaStrategy plan for launch of XERO software in India
Strategy plan for launch of XERO software in IndiaMoses Gomes
 
Six things to do in Digital Marketing
Six things to do in Digital MarketingSix things to do in Digital Marketing
Six things to do in Digital MarketingMoses Gomes
 
Social Media Landscape in India 2016
Social Media Landscape in India 2016Social Media Landscape in India 2016
Social Media Landscape in India 2016Moses Gomes
 
B2B Content Marketing in Indian context
B2B Content Marketing in Indian contextB2B Content Marketing in Indian context
B2B Content Marketing in Indian contextMoses Gomes
 
B2B Digital Marketing Roadmap
B2B Digital Marketing RoadmapB2B Digital Marketing Roadmap
B2B Digital Marketing RoadmapMoses Gomes
 
Instagram for interiors
Instagram for interiorsInstagram for interiors
Instagram for interiorsMoses Gomes
 

Plus de Moses Gomes (20)

What is public relations - Moses Gomes
What is public relations - Moses GomesWhat is public relations - Moses Gomes
What is public relations - Moses Gomes
 
Understanding social media for business - Moses Gomes
Understanding social media for business - Moses GomesUnderstanding social media for business - Moses Gomes
Understanding social media for business - Moses Gomes
 
Understanding market research - Moses Gomes
Understanding market research - Moses GomesUnderstanding market research - Moses Gomes
Understanding market research - Moses Gomes
 
Social media strategy plan - basic principle - Moses Gomes
Social media strategy plan - basic principle - Moses GomesSocial media strategy plan - basic principle - Moses Gomes
Social media strategy plan - basic principle - Moses Gomes
 
Social media and customer support - Moses Gomes
Social media and customer support - Moses GomesSocial media and customer support - Moses Gomes
Social media and customer support - Moses Gomes
 
Search Engine Optimization - Moses Gomes
Search Engine Optimization - Moses GomesSearch Engine Optimization - Moses Gomes
Search Engine Optimization - Moses Gomes
 
Sample strategy plan - Basillio Butter - Moses Gomes
Sample strategy plan - Basillio Butter - Moses GomesSample strategy plan - Basillio Butter - Moses Gomes
Sample strategy plan - Basillio Butter - Moses Gomes
 
What is Content marketing - Moses Gomes
What is Content marketing - Moses GomesWhat is Content marketing - Moses Gomes
What is Content marketing - Moses Gomes
 
Content and copywriting for digital - Moses Gomes
Content and copywriting for digital - Moses GomesContent and copywriting for digital - Moses Gomes
Content and copywriting for digital - Moses Gomes
 
Understanding Email marketing for beginners - Moses Gomes
Understanding Email marketing for beginners - Moses GomesUnderstanding Email marketing for beginners - Moses Gomes
Understanding Email marketing for beginners - Moses Gomes
 
Overview on Indian Media and Advertising industry
Overview on Indian Media and Advertising industry Overview on Indian Media and Advertising industry
Overview on Indian Media and Advertising industry
 
B2B content marketing - Indian context
B2B content marketing - Indian contextB2B content marketing - Indian context
B2B content marketing - Indian context
 
Digital marketing overview
Digital marketing overviewDigital marketing overview
Digital marketing overview
 
Digital marketing case studies
Digital marketing case studiesDigital marketing case studies
Digital marketing case studies
 
Strategy plan for launch of XERO software in India
Strategy plan for launch of XERO software in IndiaStrategy plan for launch of XERO software in India
Strategy plan for launch of XERO software in India
 
Six things to do in Digital Marketing
Six things to do in Digital MarketingSix things to do in Digital Marketing
Six things to do in Digital Marketing
 
Social Media Landscape in India 2016
Social Media Landscape in India 2016Social Media Landscape in India 2016
Social Media Landscape in India 2016
 
B2B Content Marketing in Indian context
B2B Content Marketing in Indian contextB2B Content Marketing in Indian context
B2B Content Marketing in Indian context
 
B2B Digital Marketing Roadmap
B2B Digital Marketing RoadmapB2B Digital Marketing Roadmap
B2B Digital Marketing Roadmap
 
Instagram for interiors
Instagram for interiorsInstagram for interiors
Instagram for interiors
 

Dernier

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 

Dernier (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

Measurement and evaluation of media coverage - India - Public Relations

  • 2. 60% of CEOs believe word of mouth has become more influential in terms of a company’s business than three years ago.  71.5% believe online social media outreach can be effective for corporate communications.  62.5% of CEOs will be more concerned with ROI from PR activities in 2010 than they were in 2008  25.5% of CEOs rarely or never attempt to measure the success of PR. 
  • 3. Situation analysis Increasing demand from business leaders to justify marketing spend.  Shift away from business unit-focused measurement to campaign evaluation.  New social media tools allow for more direct understanding of customer reaction.  Desire to better understand how PR can impact the customer. 
  • 4. What’s hard about measuring ROI? MAPPING PR EFFORT TO THE RIGHT RESULTS!
  • 5. The PR Value Chain The change we create • Customer preference • Sales leads Our directive Business Goal Marketing Objectives Outcomes* • Web traffic • Sales RETURN! Outtakes* PR Plan The impact we have • Awareness • Favorability • Message recall Output* PR Activity • Coverage The result we achieve • Event attendance • SEO What we do Our aspirations
  • 6.  The final step in your planning is to determine how you will measure and define “success”  This will be the metric used to determine if your campaign was a success or failure  At the end of your campaign, you should evaluate based on the metric that was agreed upon at the beginning
  • 7. Why Evaluate?        To document success To encourage future work To justify your expenses To improve your future campaigns To build credibility To determine a basis for the next campaign To promote the value of PR in your organization
  • 9. Overview of the Evaluation Process      ROI/ROE or ROE+ROI? Best Practices Benchmark Realistic Goals & Measurable Objectives Set Timeline  Establish Methods      Measure Evaluate   Qualitative Quantitative “Triangulate” Against Benchmark Recommend Action
  • 11.  Triangulation    Use both qualitative and quantitative methods to better describe, understand, predict, and control public relations campaigns Provides both representative sampling and indepth knowledge of the publics or audiences under study Takes the case study into the “real” world
  • 13. th e r whe for ions, paring f act tions nt or pre nalysis o rela clie n a bout the lic pub dding a with a ta a All be a begin torical da they mpaign . Hill s d hi s. a n hn W lton c Jo a ary a public now nd seco and its ill & K er , H nt clie ound F
  • 14. Things to Consider  Was the campaign well planned?  Did the recipients understand the message?  What improvements can be made?  Did you achieve your stated goals?  Was the budget adequate?  What is replicable for future campaigns?
  • 15. Measuring Success  There is a tendency for many PR practitioners to measure their output, rather than the achievement of their goals   For example, collecting press clippings is not enough Evaluating the cm X cm X .per cm advt cost
  • 16. Measurement  In order to measure success, you must first define it  As part of your research and strategic planning phase, you and your client need to agree on realistic goals for accomplishment  This ensures that your work will be recognized and disagreements will be minimized
  • 17. Examples A defined increase in sales  A specific number of mentions in the press  A measured increase in public awareness of a brand or service  A pre-determined increase in customer direct inquiries about a product or service
  • 18. Clients from Hell  The worst case scenario is ambiguous, illdefined goals  This invites the client to challenge your work and effectiveness
  • 19. Clip Counting A physical counting of press placements will measure productivity  This may not truly represent success  There is a temptation to send out excessive releases to manipulate the perception of productivity (and add to the client’s bill)
  • 20. Public Relations Evaluation Methods  Surveys and Polls      Descriptive Explanatory Attitude Opinion Polls Content Analysis    Descriptive Readability Readership Communication Audit  Focus Group  Field Observation    Participant-Observe Interview Case Study  Triangulation 
  • 21. Example A campaign for a new soda is mentioned in several newspapers and magazines  Add up the circulation of these publications to get the estimated “media impressions”
  • 22. Media Impressions  Useful to track the penetration of a message  However, the number can be misleading  This number does not reflect how many people actually saw the message – only how many were exposed to it
  • 23. Advertising Value Equivalency  Since story placements are “free,” there is an equivalent rupee value for the exposure  What would it have cost your client to get the same sort of exposure via paid placement advertising?  The AVE calculates the estimated value of the exposure (in ad rupee)
  • 24. AVE  AVE helps to justify the expense of your PR campaign costs  However, it is not without controversy   Not all media coverage is positive The value of the story space requires some subjective judgment and is prone to exaggeration
  • 25. Systematic Content Analysis  Many of these software programs track the intricacies of the media coverage    Positive vs. negative coverage Relationship of the coverage vs. your competitors Contextualization of your coverage compared to the overall placement opportunities in the media outlet
  • 26. Other Forms of Evaluation  Monitor  the Internet This includes “gripe groups” (anti-client blogs)
  • 27. Cost per Person  It can be difficult to compare the value of impressions across various forms of media  The CPM (cost per thousand) index helps you assign a rupee value to the expense of reaching 1,000 people in a particular media genre
  • 28. Calculating CPM  Divide the total number of media impressions by the cost of your campaign  Example: A INR 10,00,000 campaign that reaches INR 1,00,00,000 people would have a CPM of INR 10. (It costs INR10 to reach 1,000 people).
  • 29. Monitoring Online Chatter  PR Newswire recently launched eWatch, a service that allows you to track what people are saying about your client online
  • 30. Measurement of Audience Awareness  How many people know about your message or campaign?  You can conduct surveys to determine the “audience awareness”
  • 31. “Audience Attitudes”  How does the public feel about your company, brand, product or service?  You can measure “audience attitudes” using benchmark studies that test attitudes both before and after exposure to the message
  • 32. Audience Action  What action does the audience take as a result of the exposure to your message?     Do they buy your product? Do they talk about you? Did they request more information? Did they enter your contest?
  • 33. Conclusion 1. 2. 3. 4. Without a benchmark, we have no way to evaluate Evaluation is process-oriented: knowledgebased and behaviorally-driven We can evaluate public relations, but what we evaluate toward is not exactly what some call “ROI”; ROE must be constantly evaluated to better predict ROI We can collect, analyze, evaluation and recommend courses of action