Measurement 101:Measuring Public Relations Impact on ROI by its ROE Don W. Stacks, Ph.D. School of Communication University of Miami Coral Gables, FL 33124 The Institute for Public Relations Commission on PR Measurement & Evaluation don.stacks@miami.edu

1. Measurement 101: Measuring Public Relations Impact on ROI by its ROE Don W. Stacks, Ph.D. School of Communication University of Miami Coral Gables, FL 33124 The Institute for Public Relations Commission on PR Measurement & Evaluation [email_address]

3. What to measure? OUTPUTS What companies/agencies do OUTCOMES What stake-, stockholders & customers do OUTTAKES What stake-, stockholders & customers understand

4. Best Practices David Michaelson and Sandra Macleod, The Application of “Best Practices” in Public Relations Measurement and Evaluation Systems, Public Relations Journal, 1 (Fall 2007), www.prsa.org/prjournal/fall07.html .

11. A Public Relations Model: Return on Expectations* Credibility Relationship Reputation Trust Outcome Stakeholders Stockholders ROE ROI C o n f i d e n c e Don W. Stacks, Primer of Public Relations Research, 2 nd ed. New York: Guilford Press, in press.

15. 4. Timeline Time Development (Evaluation) Refinement (Evaluation) Final Evaluation Secondary/ Benchmark Informational/Evaluation Motivational/Evaluation Behavioral/Evaluation Planned benchmarked evaluations

19. Triangulation Secondary Qualitative Quantitative

21. 6. Roadmap to Measuring Behavior Behavior Opinions Attitudes Beliefs Values Motivation to Behave Influenced by Messages Aimed At:

22. Measurement Matrix Objective/ Phase Information Motivation Behavior Benchmark Developmental Refinement Final

23. 7. Sample ROE Evaluation* *Source: Don W. Stacks, Ph.D. All rights reserved Core or Brand Values Public/Target Audience Yourself Your Family Your Friends Others Like You Others who might use

28. Hypothetical social media evaluation example Client or product Blogger/Op. Ldr. Audience One-way Two-way asymm. Two-way symm. 0 + - 0 - + .2 .1 .6 +/0/1 = Msg. position . x= % msg. volume + .4 .1 .05 .85 A B C Physicians Drug Company Interpretation: A is neutral, no relationship, and little impact; B is negative, one-way relationship with minimal negative impact; C is positive , engaged in two-way symm relationship with major impact. On audience (physicians) producing mutual engagement with client. Recommendation: Focus on C while watching A and B

30. Measurement 101: Measuring Public Relations Impact on ROI by its ROE Don W. Stacks, Ph.D. School of Communication University of Miami Coral Gables, FL 33124 The Institute for Public Relations Commission on PR Measurement & Evaluation [email_address]