A Hubspot INBOUND 2015 presentation on the importance of PR Analytics and Measurement, with tips on why to measure, how to measure and what to measure for improving PR campaigns, strategy and results.

1. INBOUND15
PR Analytics &
Measurement
A New Data Frontier
Christine Perkett
CEO & Founder, SeeDepth Inc.
@missusP
@SeeDepthInc

2. How I Know Your Pain
AMEC Measurement Month
A Historical Look at PR Measurement
A Move Toward Standards
Measurement Without Analysis Is Just A Report
Resources and Tools
@missusP
@SeeDepthInc

3. INBOUND15
How I Know Your Pain

4. INBOUND15
20 years in the industry
Agency and corporate experience
100s of measurement presentations
My fair share of clip books and status reports
I’ve Been In Your Shoes
@SeeDepthInc @missusP

5. INBOUND15
AMEC Measurement Month

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Ø A Global Education Initiative: Europe, APAC, North America
Ø North America September 14-18, 2015
Ø PR News, PRSA, PR Moment, etc.
Ø Our initiative: to make better tools available to everyone
Ø Follow the Conversation: #AMECMM
AMEC Measurement Month
@SeeDepthInc @missusP

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Historical PR Measurement

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Academicians -- especially those social scientists specializing in mass communications
techniques and theory -- carried out numerous studies and prepared scholarly papers on
measuring communications effectiveness as early as the 1940s and 1950s.
The first ever conference on measuring public relations effectiveness was held in October,
1977 on the campus of the University of Maryland.
- Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical
Perspective, 2005
PR Measurement Isn’t New
@SeeDepthInc @missusP

9. INBOUND15
A binder collection of articles on a brand,
often seen in office waiting rooms
The nemesis of many a PR intern
In high demand in the 1990s
The bigger, the better
The Clip Book
@SeeDepthInc @missusP

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Focused on budget defense
Tactical
Reporting more outputs than outcomes
Not much strategic analysis on
effectiveness
The Status Report
@SeeDepthInc @missusP

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The three major issues that we in the public relations field need to address pertaining to PR
measurement and evaluation are these:
• We need to more effectively train public relations practitioners and counselors on how to
measure and evaluate public relations effectiveness.
• We need to do a better job of building public relations measurement and evaluation
components into our various ongoing communications programs and activities.
• We need to do a better job of convincing senior management of the importance of
allocating appropriation funds to support PR evaluation efforts.
- Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical Perspective,
2005
10 years later, the same problems still exist
@SeeDepthInc @missusP

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Ø If we choose to, we can see what isn’t working as well as what is
Ø Doing so enables us to create stronger, more targeted strategies
Ø We can move beyond experience hunches
Ø We can take a seat at the table: proving value to the C-Suite
Ø Insights help us understand not just what happened, but why
Ø We can go beyond numbers (views, likes, articles) and move to analysis
(what’s driving actual value and ROI)
How Data Has Changed Measurement
@SeeDepthInc @missusP

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If a Tree Falls in a Forest…
Image Credit: ‘Fallen Tree’, Photo by Unsplash, CC0 Public Domain, via pixabay

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A Move Toward Standards
@SeeDepthInc @missusP

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A set of seven voluntary guidelines established by the public relations (PR) industry to
measure the efficacy of PR campaigns.
1. Measuring the effect on outcomes is preferred to measuring outputs
2. Media Measurement Requires Quantity and Quality
3. Social Media Can and Should be Measured
4. Measurement and evaluation require both qualitative and quantitative methods
5. AVEs are not the value of communications
6. Social media can and should be measured consistently with other media channels
7. Measurement and evaluation should be transparent, consistent and valid
•
The Barcelona Principles – 2.0
@SeeDepthInc @missusP

16. #INBOUND15
“The updated Barcelona Principles are great but it would be more helpful to know how to
put them into action.”
@SeeDepthInc @missusP

17. #INBOUND15
Measurement Without Analysis Is Just A Useless Report
@SeeDepthInc @missusP

18. #INBOUND15
“Anyone in the PR industry who simply assumes they’ll change fast enough or that metrics
won’t pose major challenges probably isn’t paranoid enough.” - Joseph Kingsbury,
Text100
@SeeDepthInc @missusP

19. INBOUND15
1. Under Think – no knowledge of Barcelona Principles, old reporting
and manual methodologies
2. Over Think – complicated processes, trying to do everything heard
at a conference, time consuming and expensive so it doesn’t get
done or lacks consistency
Two Types
@SeeDepthInc @missusP

20. INBOUND15
Ø Today’s leading PR firms and executives understand how to combine
analytics tools and human insight to present more compelling
measurement reports
Ø Your objectives – organizational, departmental
Ø What to consider when reviewing a PR report
Ø Analysis is crucial to help identify patterns of success to repeat what’s
working and pivot from what isn’t.
Measurement + Analysis
@SeeDepthInc @missusP

21. INBOUND15
Now
Action
Quality
Referrals
Revenue
Conversions
Influential Messages
Then
Awareness
Quantity
Circulation
AVE
Impressions
Share of Voice
Then Vs Now
@SeeDepthInc @missusP

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What’s the value of a
media placement?
Media
@SeeDepthInc @missusP

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What makes a quality
social engagement?
Social & Content
A recent CMOSurvey.org poll found that only 15% of marketers believe they can
qualitatively prove the impact of their social media programs
@SeeDepthInc @missusP

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How do you analyze ROI?
Events
@SeeDepthInc @missusP

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Ø Business Goals
Ø What does the C-Suite want? How will you demonstrate ROI?
Ø Communications Objectives
Ø What are you measuring and why? Measure results against objectives
Ø Benchmark
Ø Don’t just look back, look forward
Ø Can we learn? What can we then predict?
Ø Find the right tools to keep it manageable
Effective Measurement Path
@SeeDepthInc @missusP

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Ø Evaluate the effectiveness of all media
Ø Paid, Earned, Shared, Owned
Ø It’s not just about media
Ø “It’s time to disqualify award entries that do not comply” – Katie Paine
Ø Examples: video campaign, advocacy campaign, emoji press release
Ø Read more: www.painepublishing.com http://painepublishing.com/
Ø Don’t just look back, look forward
Ø Predictive Analytics
Effective Measurement Path
@SeeDepthInc @missusP

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Recap

28. #INBOUND15
Clear Business Goals
@SeeDepthInc @missusP

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Aligned Communications Objectives
@SeeDepthInc @missusP

30. #INBOUND15
Benchmark
@SeeDepthInc @missusP

31. #INBOUND15
Gathering and Analysis of Data
@SeeDepthInc @missusP

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Resources and Tools

33. Paine Publishing
AMEC
Institute for PR
#measurePR
Insights and Information
@SeeDepthInc @missusP

34. SeeDepth
AirPR
TrendKite
PR Analytics Software
@SeeDepthInc @missusP

35. Cision
CoverageBook
CyberAlert
Meltwater
Media Monitoring
@SeeDepthInc @missusP

36. Gorkana
Universal Information Services
Human Coded Measurement
@SeeDepthInc @missusP

37. Sprout Social
Social Mention
Mention
Topsy
PinAlerts
Social Media Monitoring
@SeeDepthInc @missusP

38. My Iris PR
Bullhorn
PR Automation and CRM
@SeeDepthInc @missusP

39. HB Agency
Ketchum
SHIFT Communications
PR Agencies
@SeeDepthInc @missusP

40. INBOUND15
THANK YOU!
www.seedepth.com
@missusP
@SeeDepthInc