The document discusses measuring the success of public relations efforts. It notes that PR spending is projected to increase to $8 billion by 2013, including $3 billion on social media outreach. It provides an overview of key performance indicators (KPIs) used to measure outcomes, including reach, engagement, and tangible support generated. It also distinguishes between owned, earned, and paid media and outlines components of a PR report, including executive summary, measurements, and ROI calculation.
1. Measuring Your Public
Relations Success –
Decoding Views,
Variables,
October 21, 2011
and Value
Presented by
TC Public Relations
2.
3. By 2013, public relations spending will be up to 8
billion dollars, which is a 55% increase from
2008, according to the annual Communications
Industry Forecast by private equity firm Veronis Suhler
Stevenson (VSS).
The $8 billion figure – cited in an Economist article on
the vitality of the industry – contains $3 billion that will
be spent on word-of-mouth marketing, which includes
social media outreach.
4. What you did (e.g. reach
and frequency)
What they thought
KPM
(e.g. engagement)
What they did (e.g.
traceable support)
16. I – Who got this done?
D – What are the results?
Report that
Centers on KPM
S – What was the process? C –Why done this way?
17. D – What are the results?
Executive summary
List of measurements
ROI based on measurements
18. I – How was this done?
Participation
Sentiment
Influence
19. Steps taken
Methodology
Coordination
S – What was the process?
20. Facts and Figures
Data and Statistics
Accuracy
C –Why done this way?
21. Overview
Directives for time period or assignments
Research directive and discovery
Proactive and reactive messages
Analysis of results
22. Focus points of coverage/conversations
Best example of KPM results
Weighted value for “share of voice”
Shining examples that justify efforts
23. Lessons learned
Recommendations for the future
Supporting documentation
◦ Inventory of coverage
◦ Sample quotes from the media/comments
◦ Packaged coverage
◦ Dashboards from metric services
24. A 2008 study of news stories in U.K.
newspapers found that more than half
contained mostly PR material. A study in the
Columbia Journalism Review found that more
than half the stories in an edition of The Wall
Street Journal “were based solely on press
releases.”
USA Today
Ask Audience about expectations for the presentation. Ask who works at firm that has experience with media relations.
Can someone tell me what all these images have in common? The person with the right answer will get a 100 Grand. Second quiz question; On average how much does a newborn elephant calve typically weigh? 260 lbs
Fill in the blank. A CEO/Executive Director/Development Director/Marketing Director/Members knows when public relations work is delivering value when _________
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Is anyone here familiar with DISC profiles for individuals?