Measurement Agenda 2020 Debate Sponsored by

The Measurement Agenda 2020Our Commitment to a Lisbon Legacy

Moderator David B. Rockland, Ph.D., Partner / CEO

Ketchum Pleon Change and Global Research

Seven Principles of PR Measurement

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are

Paramount to Sound Measurement

Part 1: WHAT THE INDUSTRY BELIEVES IS

IMPORTANT

Future of PR Measurement & EvaluationSurvey Results

Biggest Challenges to Measuring the Value of Public Relations

Q1: What are the biggest challenges to measuring the value of public relations?

Most Important Issues in the Next 5 Years

ISSUE% Must(9-10)

% Maybe (6-8)

% Don’t Care (1-5)

Benefits of measuring PR campaign 78% 18% 4%Impact of PR program on business goals 76% 20% 4%Measurement beyond media clips 69% 26% 5%Social media measurement 65% 30% 5%Marketing Mix Modeling 63% 31% 6%Social media monitoring 59% 33% 7%ROI measurement 58% 34% 8%Isolating the effect of PR 58% 21% 21%Value of employee engagement 52% 39% 9%Value of corporate reputation 51% 38% 11%Value of relationship with influencers 51% 37% 12%% of PR campaign budget spent on measurement 44% 39% 17%Ensuring standard approaches 44% 40% 16%Impact of an event 35% 47% 18%How often to measure ongoing campaign 32% 49% 19%Effects of sponsorship 27% 48% 25%How soon after a campaign to measure 21% 42% 37%

Q2: On a scale of 0 to 10, where 0 is “unimportant” and 10 is “important,” how important is it the following are well understoodacross the public relations profession in the next five years?

Greatest Barriers to Adoption of Standardized Research Techniques

Q4: What do you believe are the greatest barriers to the adoption of standardized research techniques for the measurement of public relations?

Current State of PR Measurement

ISSUE% Agree % Neutral % Disagree

Global PR professional organizations should make educating clients about proper PR measurement a top priority

72% 8% 20%

Common definitions for the ROI of PR are needed 68% 11% 21%

Barcelona Principles were a good start, but now we must get more specific 65% 17% 18%

The language of PR measurement needs to change to connect better with the C-Suite and Board table 56% 27% 17%

A common set of measurement standards already exists, but they are not applied in the PR measurement profession

36% 31% 33%

A common set of standards for PR measurement is not necessary 21% 11% 68%

Common terms and definitions for the measurement of PR do not exist at all 37% 29% 34%

Barcelona Principles are the common set of standards the industry has been lacking 38% 38% 24%

Q5: How much do you agree or disagree with each of the following statements?

Part 2: HOW DO WE GET PR PROFESSIONALS TO TAKE MEASUREMENT MORE SERIOUSLY?

Views from our Professional Organizations

Speakers

Public Relations Societyof America Ben Levine

ICCO Richard HoughtonInstitute for Public Relations & IPR Measurement Commission

Professor Donald K. Wright

AMEC Mike DanielsCouncil of PR Firms Tim Marklein

Public Relations Societyof America

Ben LevineKetchum Pleon

PRSA’s commitment to promote measuring the value of public relations

• Entered into a strategic partnership with AMEC.• Support and promote AMEC’s work to PRSA members.

• Build on Business Case for Public Relations™ initiatives:

• Established a measurement task forcethat issued a broad set of recommended measurement standards for a variety public tactics and outcomes.

• Developed a measurement toolkit and other measurement resources.

• Create profiles for industry leaders each month asking them to reflect on how his or her career makes the case for public relations.

Awareness Knowledge Consideration Preference Action

Public Relation Activity

• Made donations to Pennsylvania State University and University of California, Davis and to The Pollinator Partnership, an organization dedicated to preserving honey bee health.

• Created Bee Board with PSU and UCD scientists and beekeepers.• Launched bee-dependent flavor, Vanilla Honey Bee, with percentage of sales to go towards CCD

research. Also created special logo for all bee-dependent products and printed CCD info on pint lid.• Prior to official launch, brand announced the campaign to beekeeping and scientific community at an

industry conference, encouraging them to act as brand ambassadors.• Created comprehensive media strategy, including scientific, agricultural, environmental, gardening,

and beekeeping trade outlets, expanding beyond traditional lifestyle and food outlets.• Developed B-roll featuring HD plant footage, Bee Board members, and bees pollinating crops.• Million Seeds Challenge- reached out to bee supporters online using Craigslist and MeetUp.com.• During national Pollinator Week, HD and The Pollinator Partnership hosted a briefing on Capitol Hill.

IntermediaryEffect

• More than 277 million media impressions (total media goal: 125 million impressions in year one)

• 1,097 unique news placements including CNN, AP, NPR, WSJ, Today, NYT, Everyday with Rachel Ray (HD was mentioned in the headline or lead)

• Virtually 100% of the media coverage carried brand name/product mentions and key PR messages

• 93% of all media coverage was positive toward the brand

Target Audience Effect

• Survey showed 8-point increase in awareness of the honey bee issue

• HD also had the highest unaided brand recall among consumers identifying companies/organiza-tions working to help the honey bees

• Survey showed a 6-point increase in accurate identification of the issues

• 469,798 unique visitors to the site and viewed 8 pages per visit (82% above industry average)

• No. of new visits averaged 76% above industry standards

• 950+ consumers and organizations contacted HD with requests for info, offers to collaborate and compliments

• More than 1.2 m friendly flower seeds were accepted by community groups individuals, and local businesses

• HD experienced a 13% increase in brand advocacy rating (between Q1 and Q2) to 69%, the highest in the category

• 5.2% April sales increase – the largest single sales spike in a year and 4% growth sustained from April-July 2008

Brand Marketing/ Issues Support: Haagen-Dazs

loves Honey Bees (Ketchum)

The Business Case for Public RelationsAn important part of our mission at PRSA is to foster more accurate and better-informed perceptions of the value and role of public relations in the diverse organizations it serves. One way we are approaching this is through an industry advocacy campaign: “The Business Case for Public Relations™.”

Measurement and evaluation are the key to measuring value and making the “business case.”

How do we facilitate measuring value with public relations practitioners?

PROMOTION - Raise awareness about the importance of measuring value.PROFESSIONAL DEVELOPMENT - Train practitioners in measurement tools

and techniques.STANDARDS - Refine and promote standards and make them “real” for

practitioners.

The Consultants’ ViewRichard Houghton

President, ICCO

Consultants and evaluation – the challenge

•Consultants do want to evaluate, absolutely!

•But things get in the way...

Consultants and evaluation – the challenge

• Budget, budget , budget• Evaluation as a competitive differentiator• Not all consultants feel equipped for the

discussion• Lack of agreement on what should be

measured• “If the client wants AVEs they get AVEs”

• Lack of consistent methodologies• Diverse and simplistic• Not comparable with other marketing disciplines’

evaluation methodologies• Fear of the results?

What consultancies want to know?

•Has the campaign met the objectives?•What has worked well and what needs focus?

•Messages•Creative•Channels

•What impact has the campaign had on the ‘business’

•Does it compare well with other PR campaigns and ideally other marketing campaigns

2020 Measurement Agenda

• A standard approach to evaluation• Framework and methodologies• Next step on Barcelona Principles path?

• Quantitative and qualitative• Social and ‘traditional’• Out put• Out come• Out take – business impact• Valuable accumulation of normative data

• Developed and endorsed by clients, consultants, and evaluation industry

2020 Measurement AgendaICCO Commitment

•Activities to suit varying demands of 28 member countries

•Ranging from Africa:Australia:Europe:United States

•“Bringing the Barcelona Principles to Life”•Will be part of newly launched online training service for ICCO members

•Practical guidance and examples

Consultancy Management Standard

• Countries operation Consultancy Management Standard (CMS)

• 13 currently

• Evaluation module being developed• PRCA (UK) and AMEC initiative

• Part of a bi-annual audit of consultancy management practice• Carried out by independent auditor

• Available to consultancies • In-house teams as well in UK

• Kite mark denoting evaluation expertise

Institute for Public Relations &IPR Measurement Commission

Donald K. Wright, Ph.D. – Professor, Boston UniversityMember of Board of Trustees IPR

Past Chair of IPR Measurement CommissionIPR Research Fellow

About the Institute for Public Relations

• An independent foundation dedicated to the science beneath the art of public relations™

• Supporting PR research• Mainstreaming this knowledge into practice through PR

education• Formed in 1998, IPR’s Commission on Public Relations Measurement & Evaluation exists to establish standards and methods for public relations research and measurement, and to issue authoritative best-practices white papers.

• Commission members are elected from the four major pillars of PR measurement practice.

• Academic Client (Corporate and non-profit)• Agency Research Services Providers

IPR’s focus is on three-kinds of research*

• Research used in public relations• To guide and evaluate communications programs• In other words, planning research and measurement

• Research on public relations• To understand what we do and how we do it• Benchmarking, best practices and the business of public

relations• Research for public relations

• Our basic research and social science underpinnings• Often borrowed from other fields

• Props to Dr. James E. Grunig

Questions we are asking our Board

•Does the Grunig model of three kinds of research still provide a valid construct for the profession’s research agenda?

•How should we balance involvement in basic research vs. benchmarking, planning and measurement research?

•What big-picture research topics would you add to the list to help you manage better?

IPR’s potential research topics

• What changes behavior?• How different audiences think, what’s important to them• Broader context for social media, what to measure, what

it means• Restoring reputation against backdrop of loss of trust • What skills/qualifications should influence our hiring• Research models enabling us to predict the probability

of an outcome• The business of public relations • Diversity in our business• Understanding generational differences

Association for the Measurement and Evaluation of Communications

Mike DanielsReport International

Chair, AMEC

Measurement’s growing

• 14% growth last year says measurement is becoming more embedded

• Clients increasingly seeing the need for measurement …

• Even if they’re not sure what represents best practice

• AMEC driving credibility• Social media key opportunity• BUT…

Catching up with clients

• Clients demanding way more insight…• The market research mantra really works• Move beyond data and outputs• What worked 15 or 20 years ago isn’t enough now• Need to accept that clients demand greater insight

• Brand• Advocacy• Reputation• Competitor insight• Planning/ROI• Business/strategy recommendations

Upping our game

•Outputs by themselves don’t cut it any more•Staying with data means staying tactical means lower value

•Need to move towards business and organisation outcomes

•Clients will thank (and pay) us for partnering, not simply servicing

•Demands active acceptance of…• Research standards in measurement (no lip service!)• Speed of delivery• Integration• Broader application within the organisation• Greater insight

Measurement Agenda 2020:The Agency Imperatives

Tim MarkleinPractice Leader, Technology & Analytics, WCG

Co-Chair, Measurement Committee, Council of PR Firms

Web: www.prfirms.orgTwitter: @CouncilPRFirms

CPRF Leadership Commitment

“Along with the greater share of marketing budgets going to public relations agencies comes pressure to provide greater accountability for the value firms provide. We think there is an opportunity to bring even more revenue to member firms if we can build on the measurement standards some other industry organizations have created as a framework.”

-- Andy Polansky, 2011 CPRF Chair

CPRF Measurement Committee

•New measurement committee formed Jan. 2011 to fuel best practices, industry standards, agency adoption

•Composed of agency research/analytics leaders•Engagement workgroup: Developing metrics guide to help agencies weave together earned, owned, shared and paid media for engaging stakeholders

•ROI workgroup: Developing standard definitions and approaches for measuring public relations ROI and communicating value beyond ROI

Measurement 2020: Imperative #1

“ANALYTICS”All the time

“ANALYTICS”All the time

“MEASUREMENT”At the end

Measurement 2020: Imperative #2

“ANALYTICS”All the time

IMPRESSIONSCount the eyeballs

ENGAGEMENTShow the impact

Measurement 2020: Imperative #3

ROI = ROI“Results” ≠ ROI

227 Stories ≠ ROI

Value of PR = Tangible + Intangible

Value of PR > ROI

Value of PR = Near-Term + Lasting

400K Fans ≠ ROI

ROI = Money In, Money Out

Part 3: WHAT’S MISSING TO PUT MEASUREMENT

ON THE MAP?WHAT CLIENTS WANT

2020 Measurement AgendaPhilips’ Perspective

André Manning, VP, Global Head External Communications & Acting Head Global Marketing & Communications

Royal Philips Electronics

Philips’ Measurement SystemOneVoice

Healthcare & Corporate

Consumer, Lighting & Corporate

OneVoice Measurement Philosophy

• Are we maintaining, growing or losing presence in the media?

• Is the press speaking positively or negatively of our products relative to our competitors?

• Is communications conveying our key brand and product messages?

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Outputs

• Are we driving awareness of products?

• Are we driving brand relevance?

• How is communications impacting brand reputation?

Outcomes

• Are we maintaining, How does communications impact bottom-line financial results?

Business Results

How OneVoice MeasuresOnline Dashboard

Reach and Share of Voice

Product coverage drivers

Message penetration

43

How OneVoice Measures Facebook Pages Universe

45

How OneVoice Measures Monthly Scorecard

March February Monthly Net Change (+/-)

Total # of articles 285 234 51Total # of impressions 216,899,003 198,840,298 18,058,705AMS (from -100 to 100) 51.43 60.96 -9.53

Net Promoter Score (NPS)* 7.57 8.05 -0.48Message Penetration(% with 2+ messages) 68.4% 51.5% 16.9%

Tone (positive coverage) 54.0% 65.0% -11%

*Net Promoter Score is the conversion of AMS to a Promoter ScoreN/A means no data was available for the month

49%

8%

34%

9%

Volume by Sector

Corporate

Lighting

CL

Healthcare

6.746.967.197.387.507.657.737.818.248.258.398.428.458.628.679.00

0.00 5.00 10.00

France.Benelux

DACHItaly.

Japan.North America

Global/RegionalIberia

UKNordics

Greater ChinaMiddle East.

APACBrazil.India.

LatAm

Net Promoter Score(NPS)

0%0%

25%41%

45%46%

53%58%

67%67%

83%85%

90%90%

100%100%

0% 20% 40% 60% 80% 100%

Italy.Japan.Iberia

UKGlobal/Regional

DACHNorth America

France.LatAm

Middle East.India.

Greater ChinaBenelux

APACBrazil.

Nordics

Message Penetration(% with 2+ messages)

4

France

Net Promoter ScoreWhere to Focus Communication Efforts?

Purchase ReasonWhat to Focus Message On -- Business

What I Wish We Knew

1. How does reputation drive brand equity?

2. How do we quantify the value of communications on incremental sales?

3. How does a Net Promoter Score in media coverage drive purchase, recommendation, advocacy & consideration?

4. How should social media be measured?

5. How should we evaluate owned media to effectively manage its development?

By 2020…

I want answers to

these questions

Charting Your Course

Meenu HandaDirector, Corporate Communications

Microsoft India

The old The newVs.

Connecting the dots!

Media ReleasesStory PitchesPR CampaignsEventsSocial media

53

Top Stories

Proactive placements

Ongoing Reactive Mea

sure

men

t

Preventing and managing bad news

Building Relationships

RevenueShareAudiencesCustomers and partnersBrand / Perception

Getting the Most out of

Measurement.

29

Designed specifically for our needs

Insights and ability to make decisions

Improves stake holder engagement

Rating effectiveness of PRCampaigns – ROI analysis

Road ahead/Social media

What’s Missing?

What is the true North Star for ideal measurement?

How do outputs and outcomes connect?

What is the right amount of budget to allocate to measurement?

Social media measurement?

Broadcast measurement?

DRAFT STATEMENTS: What are the top needs?

1. Measure how internal and external communications drive employee engagement and supports business goals

2. Create and adopt best-practices approaches and standards for culture change measurement

3. Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit

4. Develop new business-focused language to align with other top management functions

5. Continue to push for the elimination of AVEs and the adoption of valid metrics

6. Define approaches that show how corporate reputation builds/creates value

7. Create and adopt global standards for social media measurement8. Determine standard approaches for the inclusion of PR in market mix

and other analytical models9. Determine standard approaches to determine how PR drives brand

equity10. Institute a client education program such that clients insist on

measurement of outputs, outcomes and business results from PR programs

How the delegates voted

The priorities for action in the Measurement Agenda 2020 were identified by delegates as:

• 89% How to measure the ROI of public relations• 83% Create and adopt global standards for social media

measurement• 73% Measurement of PR campaigns and programs needs to

become an intrinsic part of the PR toolkit• 61% Institute a client education program such that clients

insist on measurement of outputs, outcomes and business results from PR programs

• 51% Define approaches that show how corporate reputation builds/creates value

What Happens Next?

• July 15 – draft agenda to delegates• July 30 – comments due• August 15 – final agenda• We encourage collaboration with other bodies on

making the Measurement Agenda happen!