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Adventures In Measurement
From Novice To Maven, And How To Get There
The Early Years
PR = Media Impressions
My First Campaign In The U.S.
• San Francisco premiere
• Integrated marketing campaign
• Targeted and well-structured PR
• Reached all target media
• Result = sold-out run; repeat engagement
As Time Went By…
PR/Communications Business Value
Enter Katie Delahaye Paine
The Delahaye Group (1987)
Medialink Worldwide (1999)
Observer/Bacon’s (2005)
Cision (2007)
Walking My Yellow Brick Road
Targeted media relations & research
Meeting Katie PaineRuder Finn/DC
Accreditation (IABC)
Building the ASPCA’s measurement program
The Middle Years: Ruder Finn
American Institute for Cancer Research
The Value Of Accreditation
Understand communications strategyUnderstand the importance of research-
based, measurable communicationsStart speaking management’s languageApply strategic principles to a range of
communicationsBring measurement full circle
Becoming A Maven
Communications audits & other research tools
Research-based, measurable communications that support business objectives: KPIs
Ongoing research & measurement
Live and die by data
Regular tracking & program evaluation
Integrate with other business units
Connecting Communications To Business Objectives
Communications objectives MUST support business objectives, i.e. the bottom line
Define your “communications universe” Integrate tactics Measure your messages: prominence & dominance Measure the market: “share of voice,” positioning,
exposure How are your “key performance indicators” (KPIs)
doing? What’s your “cost per impression” (CPI)?
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
Myths of PR Measurement
Research takes too much time. Measurement is expensive. Measurement is tough. Measurement should be done at the end
of a program. Ad Value Equivalency (AVE) =
PR/Communications measurement.
Measurement Lesson #1
Without measurable, targeted communications, “impressions”
mean nothing.
Measurement Lesson #2
Research and measurement go hand in hand.
Measurement Lesson #3
Data is your best friend.
Measurement Lesson #4
Don’t forget to measure social media.
Measurement Lesson #5
Integrate communications for best results.
Resources
• measuresofsuccess.com• kdpaine.blogs.com• myprpro.com• iabc.com• prsa.org• instituteforpr.org
Research/Measurement Tools
• Zoomerang• SurveyMonkey• sinicom.com (Angela Sinickas)• Google Analytics• Technorati• Google/Yahoo alerts/searches
(Web/news/blog)
