Measuring the impact your PR activities can generate can be a difficult job, but B2B companies can often underestimate the value of measuring the impact of PR. ‘Does PR work?’, is a question many are often faced with, and understanding how to evaluate the ROI of a PR campaign and align it to your KPI’s is vital to be successful. In this presentation, we explore how you can impress your boss with your press clippings data.

1. 1
Measurement in PR
How to Impress Your Boss with Your Press Clippings Data
OR How I Learned To Stop Worrying And Love The AMEC IEF
Napier Webinar March 2023

2. 2
Agenda
• It’s not about clippings
• No mindless KPIs
• AVE – the “evil” metric
• AMEC and frameworks
• Problems with RoI (ROMI)
• Specific goals
• The solution: how to impress your boss

3. 3
It’s Not About Clippings!

4. 4
“What Gets Measured Gets
Managed”
Peter Drucker

5. 5
KPIs evaluate the success of an
organization or of a particular
activity (such as projects,
programs, products and other
initiatives) in which it engages.
KPIs provide a focus for
strategic and operational
improvement, create an
analytical basis for decision
making and help focus
attention on what matters
most.
Wikipedia

6. 6
Mindless
KPIs Don’t
Help

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What About
AVE?
• Advertising Value Equivalent
• Identifies the equivalent
advertising cost to give a measure
of PR value in £/$/€
• Sometimes a multiple of
advertising cost

8. 8
AVE is too Simplistic
Cost is not value
Coverage quality
matters
No relationship to
audience
Encourages
quantity (“spray
and pray”) not
quality
Doesn’t work in
social, some
media, digital
publications, etc
Doesn’t reflect
campaign
objectives
https://amecorg.com/2017/06/the-definitive-guide-why-aves-are-invalid/

9. 9
There’s no Magic
Solution

10. 10
People are Trying…

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Barcelona Principles 3.0
• Setting goals is an absolute prerequisite to communications planning,
measurement, and evaluation
• Measurement and evaluation should identify outputs, outcomes, and
potential impact
• Outcomes and impact should be identified for stakeholders, society, and
the organization
• Communication measurement and evaluation should include both
qualitative and quantitative analysis
• AVEs are not the value of communication
• Holistic communication measurement and evaluation includes all
relevant online and offline channels
• Communication measurement and evaluation are rooted in integrity and
transparency to drive learning and insights

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Outputs, Outtakes and Outcomes
Outputs
Press releases
Interviews
Press conferences
Feature articles
Outtakes
Audience reached
Engagement
Awareness
Outcomes
Perception
Preference
Behaviour
Impact
Business results

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2010 – The
Valid
Metrics
Framework

14. 14
2016 – The
Integrated
Evaluation
Framework

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Objectives: What About ROMI?

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Long Term vs
Short Term
• Long-term business metrics matter most
– E.g. Brand preference, mental
availability, etc.
• But are impacted by many other things:
– Performance of product
– Other news stories/scandals
– Competitor actions and campaigns
– Your other campaigns
• You board probably wants immediate
results and metrics

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Specific Goals
are Best
• “Become a thought leader” should be…
– Reach XX% target audience with at least
two innovation-led key messages over the
next three months.
– XX% increase in positive engagement on
innovation-related social posts over the
next three months.
– XX% increase in innovation-led branded
search volume.
– XX% increase in “innovation” inclusions
within brand perception survey over the
next six months.

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Specific Goals
are Best
• What do you mean by “create buzz”
– Really you are aiming to create unaided
and aided brand awareness, brand
consideration, preference and mental
availability
• Possible short-term measures
– Positive share of voice among target
media
– Branded social media conversation (posts,
sentiment, engagement)
– Positive social media share of voice
– Branded searches
https://amecorg.com/amecframework/home/supporting-material/planning/

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The Solution
• Clearly identify goals of the
campaign (before starting!)
• Express these goals in a
measurable way
• Explain to your boss how the
metrics demonstrate the campaign
achieved the goals
• Use the AMEC IEF for more
structure and credibility

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Practical Next
Steps:
“The
Chichester
Principles”
Set goals
Translate goals into
measurable KPIs
For outputs, outtakes,
outcomes, and potential
impact
Use qualitative
measurement
Look beyond media
clippings
E.g. include social
amplification of media
coverage
Be honest and
transparent
Use frameworks and
measurement that
produce consistent results

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Questions?
www.napierb2b.com
mike@napierb2b.com