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Don´t count the people, you reach
Reach the people, who count
An international agenda
Vienna – Berlin
DPRG, ICV and PRVA
Berlin – Barcelona – Lisbon – Dublin
By Global Alliance, ICCO, Institute for Public Relations, Public Relations
Society of America, AMEC U.S & Agency Leaders Chapter
Barcelona: 7 principles of PR Measurement
1. Importance of goal setting and measurement
2. Measuring the effect on outcomes is preferred to measuring outputs
3. The effect on business results can and should be measured where
possible
4. Media measurement requires quantity and quality
5. AVEs are not the value of Public Relations
6. Social Media can and should be measured
7. Transparency and replicability are paramount to sound measurement
Clash of cultures
Turn over?
Sales?
Profit?
Profitability?
Cash Flow?
Clippings!
contacts!
Tonality!!
Awareness!
Good relations
Common language
1
You can´t manage, what you can´t measure.
UNI/PUB SoSe 2012 KC
5
2
2
Manager
responsible
for results/
outcome
Kommunikations-Controlling SoSe 2011e 2011
dialogue
Controller
Agree upon
targets
responsible
for transparency
Control
activities
Susanne Senft
7
3
Organisation chart today
CEO
Procurement
Production
Distribution
Marketing
Public Relations
3
Organisation chart better
CEO
Procurement
Production
Distribution
Public
Relations
...
Communication objectives consequently and directly deduced from company
objectives
4
INVESTMENT
EXPENDITURE
That´s what we need
Set up Basic Modell
Communication-Controlling
Germany – Austria
No new stuff esp. for communications
need to fit into existing planning and reporting methods in the
company
Established planning-models
Sociopolitical
perspective and
reputation
1
Established planning-models
Company Objectives and Strategy
Communication Objectives and Strategy
Communication branche 1
Activity 1
Activity 2
Communicaton branche
2
Acitivty 4
Activity 5
Communication branche 3
Activity 6
Acitivity 7
Communication branche 4
Activity 8
Acitivity 9
14
1
Impact-level-model
Outflow
Outcome
Output
measure
sector
entity
object
Internal
Output
External
Output
Ressources
Efficiency
Quality of
process
coverage
content
manpower
expenses
Sticking to
budgets /
Readability /
Error rate /
Satisfaction
internal
clients
Clippings
Visits
Downloads
Share of
voice
Input
organisation
Small impact on added value
Big impact on communication process
media
Added value
Direct
outcome
Indirect
outcome
perception
knowledge
emotion
sentiment
Behaviour
Awareness
Unique
visitors
Readers per
issue
Recall
recognition
reputation
index
brandimage
Leads
Innovation
ratio
target group
Impact on
strategic/financial
targets and
ressources
Turn over
Cost efficiency
Brand value
Leads
Competence of
employees
organisation
Bigger impact on added value
Smaller impact by communication process
Key performance indicators
PRVA
❙ media relations
Reference frame
❙ corporate publishing
❙ online-communication
❙ social media
❙ events
❙ internal communications
❙ investor relations
PRVA KPI media relations
Level of impact
criteria
KPI
entity
input
manpower
Targeted amount conducted from planned activities
€
input
expenses
Targeted amount conducted from planned activities
€
internal output
keeping within budget
Ratio of planned and actually achieved budget
%
Internal output
Satisfaction of internal clients
Efficiency; how many rounds of correction
external output
Number of key-journalists/media
Average of key journalists/media who
have covered the story
%;reference
frame
external output
Reply on journalist requests
Number of timely answered questions of
journalists/service ratio
%;reference
frame
external output
Quality of relationship to
journalists
Rating by questionaire
%;reference
frame
External output
Media analysis quantitativly
Number of clippings
size of clippings
%;reference
frame
Numbers/
reference
frame
Placement of clippings
Reach
AVE
Share of voice
external output
Media analysis qualitativly
Transfer ratio: ransferquotient: takeover of core message%;reference
Text-picture-ratio: Quotient: picture yes/nor, size, placementframe
tonality: positiv-negativ-neutral
Initiativquotient: story initiated by corp. comm
Share of topic: ratio of company mentions in core topics
external
outcome
Initiative ratio ratio
Increase of journalist inquiries
outflow
reputation
Reputation index;
%;reference
frame
analysis
PRVA KPI social media
What Good Media Analysis Looks Like:
March
February
Monthly Net Change (+/-)
Total # of impressions
285
216,899,003
234
198,840,298
51
18,058,705
AMS (from -100 to 100)
51.43
60.96
-9.53
Net Promoter Score (NPS)*
7.57
8.05
-0.48
Message Penetration
(% with 2+ messages)
68.4%
51.5%
16.9%
Tone (positive coverage)
54.0%
65.0%
-11%
Total # of articles
Barcelona Principles
The 10 Golden Rules of Measurement
1. Establish written goals
2. Measure the quantity and quality of media
3. Understand the same principles apply to traditional and social
media
4. Do not use AVE as the value of PR
5. Add PR questions to tracking surveys to easily capture outcomes
6. Collect media data in a manner usable for market mix modeling
7. Recognize that analytics is the future of PR measurement—ROI is
the answer (sic!)
8. Make sure all measurement is transparent
9. Use measurement to track progress and to design programs better
10. Realize that communications experts are not necessarily
measurement experts
Barcelona Principles
Don´t count the people you reach
Reach the people, who count
Summary
• not for justification, but a steering-instrument
• helps defining objectives, following up and proofing performance
• Requires a careful handling of kpi and benchmarks