When we measure the value of public relations, the most important thing to do is to show how it supports business objectives. That's what this deck, a webinar for PRSA, speaks to.

1. DEMONSTRATING THE BUSINESS VALUE OF PR Image: Nasa’s Marshall Space Flight Center, Flickr (CC) SHONALI BURKE, ABC A WEBINAR FOR PRSA INTERNATIONAL MARCH 15, 2011

2. Before We Get Started

3. Cartoon: HubSpot, Flickr (CC)

4. Image: Jim Miles, Flickr (CC)

6. Uses AVE

7. Is done inconsistentlyImage: johntrathome, Flickr (CC)

8. Good Measurement … Tracks what’s important Is done consistently Connects to business KPIs Tracks outputs, outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)

9. KPIs… What The @#*! “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators

10. Why What Who The Six Keys To The Measurement World How Where When Image: Mark H. Evans, Flickr (CC)

11. Who? Media Customers Partners Employees Government leaders Investors Image: mhaithaca, Flickr (CC)

12. What? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Image: tobi_digital, Flickr (CC)

13. What? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Image: scriptingnews, Flickr (CC)

14. What? Outtakes: what your target audience takes away from your program Messages Understanding … the perceptions generated by your outputs Image: Richard Hutteman, Flickr (CC)

15. What? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors ACTION! Image: naturalturn, Flickr (CC)

16. When? Set a timeframe Compare results to: Past performance Major competitors Image: judepics, Flickr (CC)

17. Where? Channels “Media universe” Image: Truthout.org, Flickr (CC)

18. Why? Courtesy: KD Paine & Partners

19. How? Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Image: iopinw, Flickr (CC)

20. So I Measured… Now What? Image: Samuel Maycock, Flickr (CC)

21. What does the data show? What’s good, bad andugly? Can you connect results to objectives? Is it relevant? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

22. Measuring Social Media Image: cindy47452, Flickr (CC) Image: Incase., Flickr (CC) Influence Quality Quantity Engagement

23. The Case of the Hungry Child Source: www.pledgetoendhunger.com

24. Courtesy: Scott Henderson & Media Sauce

25. Courtesy: Scott Henderson & MediaSauce

26. Results 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours > 19k site visitors $28k for Share Our Strength (@95% 1st-time donors) 2,600 members of Facebook Cause 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & MediaSauce

27. The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission

28. The 4-1-1

29. © Daniel Gordon, used with permission

30. Blog traffic 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40% Courtesy Daniel Gordon, Samuel Gordon Jewelers

31. Monitoring & Measurement on a Shoestring

34. Take 1 oz. of research over 1 lb. of pain

35. Impressions mean nothing on their own

36. Outputs, outtakes and outcomes

37. Use the W5+H principleImage: sun dazed, Flickr (CC)

38. How Do You Pull This Together?

39. PRSA Recommendations http://www.slideshare.net/prsa/documenting-the-business-outcomes http://comprehension.prsa.org/?cat=589

40. A Few More Resources http://kdpaine.blogs.com http://iabc.com http://prsa.org http://instituteforpr.org http://metrica.net/measurementmatters http://www.communicationammo.com http://www.metricsman.wordpress.com http://www.toprankblog.com Bi-weekly #measurePR Twitter chat http://WaxingUnLyrical.com: measurement/measurePR categories http://twitter.com/shonali/measurement

41. Don’t Forget!

42. Questions? Image: Håkan Dahlström, Flickr (CC) info@shonaliburke.com @shonali Thank you! www.WaxingUnLyrical.com www.shonaliburke.com slideshare.net/shonaliburke