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
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Measurement 101 Measuring Public Relations Roe Roi Ms 2008
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]
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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 .
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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.
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15. 4. Timeline Time Development (Evaluation) Refinement (Evaluation) Final Evaluation Secondary/ Benchmark Informational/Evaluation Motivational/Evaluation Behavioral/Evaluation Planned benchmarked evaluations
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
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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
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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]