Jerry Ward, MD of Press Data and a Director of AMEC, delivered a presentation and workshop on the measurement and evaluation of communication, including the Barcelona Principles and AMEC's new framework. www.prfest.co.uk

1. Proving the Value of Public Relations
The PRofessionals
Jerry Ward
Managing Director, Press Data
@JerryBWard
June 2016

2. Jerry Ward
Founder of Press Data, 1991
Working in Communications Evaluation
from 1994
Board Director of AMEC since 2006

5. Why measure?
Are you measuring already?
What to measure?
What do you do with that knowledge?

6. We’re on a journey….

7. “I couldn’t understand why PR needed to stand
apart from the dominant approach to
performance alignment and management
adopted by the majority of functions one might
find in a typical organization”
Philip Sheldrake
The Measurement Standard, December 8, 2015
Are we there yet?

8. What does “counting” tell you?
Column Inches
Twitter followers
Re-tweets
Facebook likes
Instagram likes
= Outputs

10. Bank of Mum and Dad
24 hours from 05:30 Tuesday 3rd May 2016
Print (Nationals/daily regionals): 43
Online: 144
National TV: 28
National Radio: 94
Regional radio : 768

11. “If home ownership is to be realistic
for all who work hard, we need better,
faster and more homebuilding.
Innovations such as modular housing,
where L&G is leading the way, use
sustainable, durable, modern
materials and proven technology to
create high quality homes meeting a
wide range of housing needs and
help solve the UK’s housing crisis.”
20 page report into all
the issues surrounding
the funding of private
home ownership

12. What “counting” does not tell you?
Behavioural change
Increased sales
Higher customer satisfaction
How business performance has improved
as a direct result of PR
= Outcomes

13. The Seven Principles
 Goal setting and measurement are fundamental to Communication and
Public Relations
 Measuring communication outcomes is recommended versus only
measuring outputs
 The effect on organisational performance can and should be measured
 Measurement and evaluation require both qualitative and quantitative
methods
 AVEs are not the value of communication
 Social media can and should be measured consistently with other media
channels
 Measurement and evaluation should be transparent, consistent and valid

14. Setting SMART Objectives

15. PESO MODEL

16. Awareness Knowledge Interest
Support/
Preference
Action
Public
Relations
Activity
• Content creation
• Traditional media engagement
• Social media engagement
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary
Effect
• Audience reach
[traditional & social
media]
• Impressions/Target
audience impressions
• Number of articles
• Video views
• Frequency
• Prominence
• Share of voice
• Key message
alignment
• Accuracy of facts
• Key message
alignment
• Frequency of
(positive) mentions
• Expressed opinions of
interest
• Social network
Followers
• Retweets/Shares/
Linkbacks
• Endorsement by
journalists or
influencers
• Rankings on industry
lists
• Expressed opinions of
support or preference
• Social network Fans
• Likes
Target
Audience
Effect
• Unaided awareness
• Aided awareness
• Knowledge of
company profile and
offer
• Relevance of company
(to stakeholder)
• Visitors to website
• Click-thru to site
• Time spent on site
• Downloads from site
• Calls
• Event/meeting
attendance
• Attitude change
• Uplift in reputation
drivers e.g. Trust,
Admiration
• Endorsement
• Belief in corporate
brand
• Links to site
• Enhanced
relationships with key
stakeholders
• Sales
• Market share
• Share price
• Talent retention
and recruitment
• Cost savings
• Customer loyalty
• Legislation/regulati
on passed or
blocked
Reputation
Building
Valid Metric Framework – Reputation Building

17. Awareness Knowledge Consideration Preference Action
Public
Relations
Activity
• Content creation
• Traditional media engagement
• Social media engagement
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary
Effect
• Audience reach
[traditional & social
media]
• Impressions/Target
audience impressions
• Number of articles
• Video views
• Frequency
• Prominence
• Share of voice
• Key message
alignment
• Accuracy of facts
• Key message
alignment
• Frequency of
(positive) mentions
• Expressed opinions of
consideration
• Social network
Followers
• Retweets/Shares/
Linkbacks
• Endorsement by
journalists or
influencers
• Rankings on industry
lists
• Expressed opinions
of preference
• Social network Fans
• Likes
Target
Audience
Effect
• Unaided awareness
• Aided awareness
• Coverage in analyst
reports
• Knowledge of
company profile and
offer
• Visitors to IR section of
website
• Click-thru to IR site
• Time spent on IR site
• Downloads from IR site
• Calls
• Event/meeting
attendance
• Attitude change
• Endorsement
• Share price
• Earnings multiple
• Earnings per share
• Successful IPO/
acquisition/ merger
Investor
Relations
Valid Metric Framework – Investor Relations

19. Workshop 1
 You are the PR Team for a major UK Insurer
 2 weeks before Christmas unprecedented levels of rain
fall across the North of England
 Many towns are flooded and 1000s of your customers
are affected.
 What are the organisational objectives?
 What are your communications objectives?
 What actions do you take?
 How do you measure success?

20. Workshop 2
 You are the PR Manager for a campaigning charity
building awareness and raising funds for research
 You have new chief executive
 She does not believe that PR adds any value and the
budget should be allocated to the research objectives
 What are you able to do to demonstrate your
effectiveness over the previous year
 How can you create a communications plan that has
clear, measurable objectives

21. Workshop 3
 You are the Agency for a major UK investment company
 Your client has commissioned research to support their
business strategy
 Your client has a traditional view of media relations
 What is your strategy for reaching your target
audiences?
 How do you measure success?

22. The Seven Principles
 Goal setting and measurement are fundamental to Communication and
Public Relations
 Measuring communication outcomes is recommended versus only
measuring outputs
 The effect on organisational performance can and should be measured
 Measurement and evaluation require both qualitative and quantitative
methods
 AVEs are not the value of communication
 Social media can and should be measured consistently with other media
channels
 Measurement and evaluation should be transparent, consistent and valid