How evaluation is being
used in public relations
Marcus Gault, Managing Director (Insight), Precise
Contact:
Marcus Gault
Managing Director
T: +44 207 264 4778
www.precise.co.uk
How engaged are PR professionals in analytics and data?
2
Why will there will never be one universal measurement metric in
public relations?
Different PR objectives
Different analysis objectives
Marketing don’t….
Different audiences for the analysis
Comms team
Business Audience
Digital comms
Board
Financial Director
3
How are public relations professionals, both in house and agency
side, using evaluation?
News Media Analysis How the media portrays your organisation
Managing communications strategy and PR activity
Demonstrating the impact of PR/Campaigns on media profile
£ return on Investment
KPI’s and benchmarking
Social Media Analysis The media are in social channels
Listening – Topics and sentiment
Engagement in content
Reputation Broader data sets – stakeholder perceptions
Tracking over time
Event impact
Outcomes
4
News Media Analysis How the media portrays your organisation
Sentiment
Media coverage themes
5
News Media Analysis How the media portrays your organisation
Sentiment
Reputation attributes
6
News Media Analysis Managing communications strategy and PR activity
Message penetration
Campaign coverage
Spokespeople
Press release impact
7
News Media Analysis Demonstrating the impact of PR/Campaigns on media profile
8
Contrasting your organisation’s media profile when you have time and
investment to engage v when you do not….
News Media Analysis £ return on Investment
9
Let talk about AVE….
MediaValue
Efficiency of PR as a communications
investment channel
News Media Analysis KPI’s and benchmarking
Benchmark v KPI’s
Benchmark with peer organisations
Benchmark over time
10
Social media evaluation
European Central Bank Monetary Policy Decisions - Initial Media Reaction Analysis
11 3 April 2014
Journalists are tweeting…..a lot
The media are in social channels
Your audience are talking in social
channels
Social Media Analysis Listening – Topics and sentiment
What a people talking about
Generally
In response to a specific campaign
What is the sentiment of those
discussions?
12
Social Media Analysis Engagement in your content – is it effective?
Are people engaging with and
sharing your content?
How big is the audience?
What can you learn from others?
European Central Bank Monetary Policy Decisions - Initial Media Reaction Analysis
13 3 April 2014
What are the best KPIs for evaluating outputs and outcomes of PR
Outputs
Quality of coverage (Messages, sentiment, 3rd parties, awareness etc)
Audience reached
Outcomes
It depends….
your organisation
Your PR objectives
Public perceptions (alongside media analysis)
Survey/Polling
Social Media content
14
Outcomes analysis
Polling for
Awareness
Attitudes
Perceptions
Support
Poll Pre and Post Campaign
It doesn't have to be costly – Omnibus
For some topics, consider social media analysis
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Thank you.