communications+measurement's tag archives

Successful Measurement Starts With Business Objectives

Posted by Fran Stephenson in November 11th 2009

Public relations practitioners struggle with the concept of measurement. Historically, teams counted clips, dutifully sizing each story and making assessments based on advertising rates on the value of each story. This not only undermines the quality of reporting, it reflects an old-fashioned metric called Advertising Value Equivalency (AVE).

In her presentation, “From ROI to KPI: Practical Solutions to Measurement Conundrums,” Shonali Burke, ABC, urges practitioners to start with the business objectives of your organization as a way to look at measurement.
This is a new concept for public relations professionals who aren’t used to taking “credit” for organizational success and focused on delivering “column inches” or “air time.”

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under: 2009 International Conference: Delivering Value, Corporate Communications and Public Relations, Measurement, Research & Evaluation, Professional Development and Training, PRSA Conferences, PRSA International Conference, Seminars
Tags: communications+measurement, pr+measurement, public+relations+metrics, shonali+burke

Calculating a Return on Investment (ROI)

Posted by Angela Sinickas in March 11th 2009

To calculate a return on investment, you need to connect the communication you did with a change in audience behavior, because virtually all behaviors have a financial impact for an organization. If employees or customers or reporters do something differently, it will result in either an increase in revenues or a decrease in costs. This means you will not be able to calculate ROI based on an increase in awareness or knowledge or an improved opinion. Until knowledge and attitudes result in a behavior change, you have nothing to attach a monetary value to.

Once you quantify the behavior change, usually with the help of others in your marketing, HR or operations departments who monitor those behaviors as part of their jobs, you need to identify how much credit you can take for the resulting behavior change. It’s easiest to do this for situations where no one else was trying to influence a particular behavior so you can take 100 percent of the credit. For example, one friend of mine used communication to get employees to use a special access code before dialing long distance. The telecommunication manager gave her communication full credit for the resulting increase in the percentage of calls made using the access code, which resulted in a $20,000 a month cost savings.

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under: Measurement, Research & Evaluation, Professional Development and Training, Teleseminars
Tags: communications+measurement, measurement, return+on+investment

PR Effectiveness: What Are You Doing To Show It?

Posted by Johna Burke in March 5th 2009

In a recent BurrellesLuce survey, 63 percent of respondents expressed a desire to demonstrate public relations effectiveness. Of those respondents, 44 percent apply qualitative metrics (such as key messages and prominence) to their media coverage, while 42 percent primarily use quantitative metrics. The enlightening results: One in five practitioners who believe demonstrating public relations effectiveness is most important is doing nothing to measure it.

I believe the only way to truly demonstrate public relations effectiveness requires a holistic reporting program properly aligned with your overarching corporate objectives. This means having a tiered approach to managing media relationships according to their priority for your business. The better you are at public relations basics — good writing and good relationships — the better your results and efforts will resonate with your leadership.

There are 101 excuses why you “can’t” prove ROI or why your specific situation is so unique that metrics won’t help. At PRSA-NCC’s “Using Strategic Media Measurement to Showcase Your Success,” an event I attended last week, one public relations professional told a big truth. She said, “I know I should be doing more, but I’m a coward.” Similar to other practitioners of the coward’s way, she provides the technically oriented just what they want: hard numbers. She reports “impressions and AVE” rather than the true impact, value and influence of good media relations.

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under: Corporate Communications and Public Relations, Measurement, Research & Evaluation, Professional Development and Training, Webinars
Tags: communications+measurement, measurement, pr+measurement, roi

communications+measurement's tag archives

Successful Measurement Starts With Business Objectives

Calculating a Return on Investment (ROI)

PR Effectiveness: What Are You Doing To Show It?

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