Auditoria de comunicacion

Measurement 101: The Six Basic Steps to a Perfect PR Measurement Program
Bogota, Columbia December 2006 Katie Delahaye Paine Member, IPR Measurement Commission www.instituteforpr.com CEO kdpaine@kdpaine.com www.measuresofsuccess.com

Agenda Introduction to data-driven PR 6 steps to a perfect measurement system What to do with the data once you have it

Why Measure? “ The main reason tomeasure objectives is not so much to reward or punish individual communications managers for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach”
James E Grunig, Professor Emeritus, University of Maryland

The Myths of Measurement

• You can’t measure intangibles • Measurement will show that myprogram isn't • •

working Research should be done either at the start or the end of a program Measurement is expensive

Why measure? The World According to Martians

• Work =
Reviewing results Looking at spreadsheets Downsizing

• Results =
ROI Hard Numbers Charts & Graphs
0.8 0.6 0.4 0.2 0 1992 1993 1994 %of ArticlesC mKey Mes om s

The World According to Venutians Work =
SchmoozingLunching Opportunistic creativity

Results =
A busy trade show An award A front page headline

Let Research be your dictionary
What Martians hear Blah, blah,
blah

What we say

We got great results

Lotus Press Coverage Analysis
Percent of impressions containing messages by product
HAL

One Source

Manuscript

TAC

0%

20%

40%

60%

80% 100% Negative MessagesPositive Messages

No Messages

Lotus Press Coverage Analysis
Cost per message communicated

HAL One Source Manuscript TAC $0.00 $0.50 $1.00 $1.50 $2.00 $2.50

Victory Over Martians Confirmed!
Share of exposure over time
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

IN TI MO NS

Ja n Ma r Ma y

Ju l Se p No v Ja n Ma r Ma y

Ju l Se p No v Ja n

The Accountable Century..Measurement is no longer optional, accountability is mandatory. If you aren’t measuring, you’re not managing your client’s or your company’s assets responsibly. Stop trying to justify research. Let those who don’t want to be measured be on the defensive and explain themselves. Gut feeling doesn’t cut it anymore. If you think research is expensive, what’s the cost of ignorance? Without data, how doyou know what’s working?

Why data driven communications?
Communications choices and decisions based on gut instinct and hunches aren’t appropriate for today’s business climate. Decisions/choices based on data:
Are easier to win support for Are more defensible Are objective Level the playing field between departments

How credible would your CFO be if he/she went before the board and said “Ithink we’re making money because I have a hunch money is coming in?”

No more excuses
The latest tools start at $125-225 a month. Standard guidelines are in place, written by the IPR nearly a decade ago. If you don’t know how, try googling PR Measurement. If you’re not measuring your results, you aren’t managing your organization’s assets wisely and you should be fired. If you don’t have data,how can you make decisions? If you think research is expensive, what’s the cost of ignorance?

Industry Standard Practices
Article counts and column inches aren’t enough. Integrating media analysis with web activity, customer outcomes is the new norm. Ad Value Equivalency is sooo 1999, and it’s wrong too. Most of Fortune’s “Most Admired” are competitively measuring messaging, positioning andissues. Competitive analysis is mandatory. Analyst and quote measurement will tell you what is driving your image. Standards are available on:

http://www.instituteforpr.org/index.php/IPR/IPR_info/measuring_activiti es/ http://ipr.wieck.com/files/uploads/2002_MeasuringPrograms.pdf

Best practices Two or three overall department metrics
Cost per target audience contact Cost per minute spent...