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PR Measurement Clinic: 
Assessing the Success of a Communications 
Strategy 
PR News Measurement Conference 
Sandra Fathi 
President, Affect 
sfathi@affect.com 
affect.com 
@sandrafathi 
Slideshare.net/sfathi 
Serena Ehrlich 
Director of Social Media, 
BusinessWire 
Businesswire.com 
@serena 
@Businesswire 
© 
Presented to Absolute Software © Affect Strategies | May 29, 2009 
Affect 
November 20, 2014
Sandra Fathi 
• President, Affect 
• PRSA Tri-State District Chair 
• Past President, PRSA NY Chapter 
• Past President, PRSA Technology 
Section
Affect 
Technology 
Healthcare 
Professional Services
Serena Ehrlich 
• Director Social & Evolving Media, 
Business Wire 
• Int’l Social Media Club, 
Membership chair 
• Past-president, Social Media Club 
Los Angeles 
• Past-president NIRI Dallas and LA 
• 2013 Top 25 Women in Mobile to 
Watch
BusinessWire
Part I: Key Performance Metrics 
(KPIs) 
Presented to Absolute Software © Affect Strategies | May 29, 2009
Quotable 
"Measurement is the first step that leads to control 
and eventually to improvement. If you can't measure 
something, you can't understand it. If you can't 
understand it, you can't control it. If you can't control 
it, you can't improve it.” 
- H. James Harrington 
"You get what you measure. Measure the wrong thing 
and you get the wrong behaviors.” 
- John H. Lingle 
6
Why Measure? Part I 
1. Prove the Value of Public Relations & Social Media 
Activities 
2. Demonstrate Ongoing Improvement in Performance 
3. Garner Support for Increased Investment 
4. Don’t Get Fired 
7
Why Measure? Part II 
• Goals Motivate 
• Goals Delineate Success 
• Goals Drive Creativity & 
Problem Solving 
Photo Source: USOpen.com 
8
Measure What Matters 
To the C-Suite 
1. Money 
– Making, Saving, Spending 
2. Customers 
– They Bring the Money 
3. Leads 
– They Bring the Customers 
4. Exposure 
– It Brings the Leads 
Photo Source: Alibaba (Jack Ma) 
9
• Employees 
• Products/Services 
• Stock Price 
• Reputation 
• Recruiting 
• Customer Retention 
• Market Penetration 
• Market Share 
10 
Measure What Matters 
To the C-Suite 
Photo Source: LiveAuctioneers.com
Don’t Measure Based 
on Convenience 
• Will Press Release Pick Up Get You Promoted? 
• Will Ad Equivalency Equal More Budget? 
• Will 1000 Likes Make the CEO Like You More? 
• Will the Number of ReTweets Ever Be Shared on an 
Earnings Call? 
No One Cares About Your Klout Score 
11
Goals Vs. Objectives 
12 
Goals Objectives 
Broad Narrow 
Intangible Tangible 
Infinite Finite 
Abstract Concrete 
Open Ended Bound by Time
Personal Examples 
13 
Goals Objectives 
Lose Weight Lose 50 lbs. by June 2014 
Be A Better 
Person 
200 Hours of Volunteering 
Donate 10% of Income in 6 Months 
Get an Education Complete Masters in Communications by 2016 
Better Work/Life 
Balance 
Leave Work by 6pm Every Day for Next 30 Days 
Save Money Put $500 in 401K Every Month for 3 Years
Business Examples 
14 
Goals Objectives 
Increase Awareness Secure 20 Articles in Top Tier Publications 
(NYT, WSJ, Fortune etc.) in 12 Months 
Strengthen Analyst 
Relations 
Brief Top 10 Analyst Firms and Secure 
Inclusion in 5 Analyst Reports by Dec. 2014 
Increase Share of Voice Compare Media Coverage of Top 5 
Competitors on Quarterly Basis and 
Increase from 10% to 20% in 18 Months 
Generate Leads Increase Subscriptions Referrals from 
Media Sites by 50% by June 2014
Measurement 
Methodologies 
1. Surveys: Ask and Tally Results 
2. Scores: Create Indices or Scoring Mechanism 
• Quantity: sheer volume of media hits 
• Quality: weighted value for Tier 1,2 or 3 or feature vs. mention 
3. Correlations: Outputs, Outcomes and Business Results 
• Track PR events against lead generation (online, email, phone etc.) 
• Track PR events against web traffic or registrations 
4. Check Boxes: Meeting Specific, Finite Objectives 
• Number of articles, press releases, event attendees, registrations, 
downloads, revenue (dollar value) 
15
Outputs, Outcomes & 
Business Objectives 
Activity Impact 
Outputs 
• Press Release 
• Speaking 
Submission 
• Corporate Video 
• Award 
Submission 
16 
Outcomes 
• NY Times Article 
• Speak at 
Industry Event 
• 10,000 Views on 
YouTube 
• Win Award 
Business Outcome 
• 15% Spike in 
Sales 
• Secure 2 New 
Customers 
• Increase Web 
Traffic 22% 
• +50 New Business 
Leads
Architecting for 
Measurement 
17 
1. Set Goals & Objectives 
2. Identified Program Elements 
3. Build with Measurement in 
Mind 
• Tripwires 
• Milestones 
• Operational Changes 
• Analytics (Your New BFF) Photo Source: CWt
Architecting for 
Measurement 
18 
Tools & Technology: The Evaluation Checklist 
• Does it measure what’s important to me? 
• Will we be able to manage it? 
• Is the cost/effort proportionate to the value? 
• Are there alternative lower cost/free tools/methods?
Part II: Dashboards 
Presented to Absolute Software © Affect Strategies | May 29, 2009
Social Discussion Platforms 
20 
Image source: SocialMention.com
Social Discussion Platforms 
21 
Image source: NUVI
Geographic Resonance 
22 
Image source: NUVI
Social Media Dashboard 
23 
Image source: sentimentmetrics.com
Social Media Dashboard 
Image source: Sysmos 24
PR Measurement 
Dashboard 
Image source: Meltwater News 25
PR Measurement 
Dashboard 
Image source: Universal Information Systems 26
Build Your Own 
Dashboard 
27 
6 Step Approach: 
1. Measure 
2. Track 
3. Trip 
4. Analyze 
5. Tweak 
6. Repeat 
Holy Grail: 
Revenue 
Data
Part III: Measurement Challenges 
Presented to Absolute Software © Affect Strategies | May 29, 2009
29 
Sample 1
30 
Sample 1 
Goals: 
• Raise Awareness for the Company/Business Model 
• Drive Traffic to Website & App Downloads 
• Generate Revenue 
Integrated Marketing Campaign: 
Advertising & 
Marketing 
Event 
Sponsorship 
Experiential 
Marketing 
Public Relations 
Taxi TV, Online, 
Email, Sponsored 
Content 
Sponsoring 
Events, Hosting 
Events 
Street Team Campaign 
Targeting 
Entrepreneurs, 
Road Warriors
31 
Assignment 1 
• Set concrete objectives for the campaign based on the 
goals 
• Choose which measurement methodology/ies you will 
use to measure the success of the campaign 
• What are the key performance indicators (KPIs) that you 
will track 
• Explain how you will deliver/communicate the results
32 
Hints for Sample 1 
• Tripwires & Milestones: 
– Landing Pages 
– Coupon Codes 
– Bit.ly Links 
– Dedicated Phone Numbers 
• Analytics: On Website, On Downloads 
• Sales/Operations 
• Measurement Dashboard 
– Clicks, Traffic, Registrations, Downloads, Bookings, Revenue
33 
Sample 2
34 
Sample 2 
Goals: 
• Raise Awareness for the Axon Health Associates 
• Attract New Patients/Reactivate Existing Patients 
• Generate Corporate Wellness Leads 
Campaign Elements: 
Social Media Advertising Direct Marketing 
Facebook 
Online 
LinkedIn 
Facebook 
Twitter 
Google AdWords 
Email Marketing 
Patient Newsletter
35 
Assignment 2 
• Set concrete objectives for the campaign based on the 
goals 
• Choose which measurement methodology/ies you will 
use to measure the success of the campaign 
• What are the key performance indicators (KPIs) that you 
will track 
• Explain how you will deliver/communicate the results
• Tripwires & Milestones: 
– Landing Pages, Exclusive Offers, Bit.ly Links 
• Analytics 
– Facebook Insights, Twitter Analytics, Google Analytics, Radian 
6/Sysmos 
• Sales/Operations 
– Patient Intake Forms, Appointment Forms, Office Managers 
• Measurement Dashboard 
– Clicks, Traffic, Calls, Appointments, Bookings (Wellness Events) 
36 
Hints for Sample 2
Appendix: Case Studies 
Presented to Absolute Software © Affect Strategies | May 29, 2009
38
ConEdison II 
39
40
Dealnews 
41 
Business 
Goal: 
Web Traffic 
Program: 
High Traffic 
Media Online 
Outcome: 
+300K Views = 
$225K in $
Regus 
42 
Business 
Goal: 
350 Leads Q4 
Program: 
Integrated 
Marketing 
Outcome: 
790 Leads 
$1M Revenue 
90 days
Sophos 
43 
Business 
Goal: 
Web Traffic 
Program: 
Top Tier 
Media (50) 
Outcome: 
From .5M 
Views to 1.8M
Proclivity 
44 
Goal: 
Retail 
Customers 
Program: 
Target Retail 
Media 
Outcome: 
+1 Marquee 
Customer: 
Barney’s NY
Proclivity 
45 
Business 
Goal: 
Investors 
Program: 
Business 
Media 
Outcome: 
$6.2 M 
Investment
Parting Thoughts 
• Analytics Are Your Best Friend 
• Understand the Business of Your Business 
– Financials, Earnings Calls, Annual Report 
• Make PR & SM a Revenue Center/Saver Vs. Cost 
Center 
• Speak in a Language the C-Suite Understands 
46 
Measurement
Resources 
• Barcelona Declaration of Measurement Principals 
http://amecorg.com/2012/06/barcelona-declaration-of- 
measurement-principles/ 
• Social Media Success Series (Affect) 
http://www.techaffect.com/social-media-tip-sheets/ 
• How To Develop An Effective PR Strategy 
http://www.slideshare.net/Sfathi/affect-how-to-develop- 
and-effective-pr-measurement-strategy 
• How To Prove the Value of Your Social Media Efforts 
http://www.slideshare.net/Sfathi/affect-how-to-prove-the- 
value-of-your-social-media-efforts 
47
Thank You 
Download Slides: Slideshare.net/sfathi 
Sandra Fathi 
President, Affect 
sfathi@affect.com 
affect.com 
@sandrafathi 
Slideshare.net/sfathi 
Serena Ehrlich 
Director of Social Media, 
BusinessWire 
Businesswire.com 
@serena 
@Businesswire 
Presented to Absolute Software © Affect Strategies | May 29, 2009

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PR Measurement Clinic: Assessing the Success of a Communications Strategy

  • 1. PR Measurement Clinic: Assessing the Success of a Communications Strategy PR News Measurement Conference Sandra Fathi President, Affect sfathi@affect.com affect.com @sandrafathi Slideshare.net/sfathi Serena Ehrlich Director of Social Media, BusinessWire Businesswire.com @serena @Businesswire © Presented to Absolute Software © Affect Strategies | May 29, 2009 Affect November 20, 2014
  • 2. Sandra Fathi • President, Affect • PRSA Tri-State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology Section
  • 3. Affect Technology Healthcare Professional Services
  • 4. Serena Ehrlich • Director Social & Evolving Media, Business Wire • Int’l Social Media Club, Membership chair • Past-president, Social Media Club Los Angeles • Past-president NIRI Dallas and LA • 2013 Top 25 Women in Mobile to Watch
  • 6. Part I: Key Performance Metrics (KPIs) Presented to Absolute Software © Affect Strategies | May 29, 2009
  • 7. Quotable "Measurement is the first step that leads to control and eventually to improvement. If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.” - H. James Harrington "You get what you measure. Measure the wrong thing and you get the wrong behaviors.” - John H. Lingle 6
  • 8. Why Measure? Part I 1. Prove the Value of Public Relations & Social Media Activities 2. Demonstrate Ongoing Improvement in Performance 3. Garner Support for Increased Investment 4. Don’t Get Fired 7
  • 9. Why Measure? Part II • Goals Motivate • Goals Delineate Success • Goals Drive Creativity & Problem Solving Photo Source: USOpen.com 8
  • 10. Measure What Matters To the C-Suite 1. Money – Making, Saving, Spending 2. Customers – They Bring the Money 3. Leads – They Bring the Customers 4. Exposure – It Brings the Leads Photo Source: Alibaba (Jack Ma) 9
  • 11. • Employees • Products/Services • Stock Price • Reputation • Recruiting • Customer Retention • Market Penetration • Market Share 10 Measure What Matters To the C-Suite Photo Source: LiveAuctioneers.com
  • 12. Don’t Measure Based on Convenience • Will Press Release Pick Up Get You Promoted? • Will Ad Equivalency Equal More Budget? • Will 1000 Likes Make the CEO Like You More? • Will the Number of ReTweets Ever Be Shared on an Earnings Call? No One Cares About Your Klout Score 11
  • 13. Goals Vs. Objectives 12 Goals Objectives Broad Narrow Intangible Tangible Infinite Finite Abstract Concrete Open Ended Bound by Time
  • 14. Personal Examples 13 Goals Objectives Lose Weight Lose 50 lbs. by June 2014 Be A Better Person 200 Hours of Volunteering Donate 10% of Income in 6 Months Get an Education Complete Masters in Communications by 2016 Better Work/Life Balance Leave Work by 6pm Every Day for Next 30 Days Save Money Put $500 in 401K Every Month for 3 Years
  • 15. Business Examples 14 Goals Objectives Increase Awareness Secure 20 Articles in Top Tier Publications (NYT, WSJ, Fortune etc.) in 12 Months Strengthen Analyst Relations Brief Top 10 Analyst Firms and Secure Inclusion in 5 Analyst Reports by Dec. 2014 Increase Share of Voice Compare Media Coverage of Top 5 Competitors on Quarterly Basis and Increase from 10% to 20% in 18 Months Generate Leads Increase Subscriptions Referrals from Media Sites by 50% by June 2014
  • 16. Measurement Methodologies 1. Surveys: Ask and Tally Results 2. Scores: Create Indices or Scoring Mechanism • Quantity: sheer volume of media hits • Quality: weighted value for Tier 1,2 or 3 or feature vs. mention 3. Correlations: Outputs, Outcomes and Business Results • Track PR events against lead generation (online, email, phone etc.) • Track PR events against web traffic or registrations 4. Check Boxes: Meeting Specific, Finite Objectives • Number of articles, press releases, event attendees, registrations, downloads, revenue (dollar value) 15
  • 17. Outputs, Outcomes & Business Objectives Activity Impact Outputs • Press Release • Speaking Submission • Corporate Video • Award Submission 16 Outcomes • NY Times Article • Speak at Industry Event • 10,000 Views on YouTube • Win Award Business Outcome • 15% Spike in Sales • Secure 2 New Customers • Increase Web Traffic 22% • +50 New Business Leads
  • 18. Architecting for Measurement 17 1. Set Goals & Objectives 2. Identified Program Elements 3. Build with Measurement in Mind • Tripwires • Milestones • Operational Changes • Analytics (Your New BFF) Photo Source: CWt
  • 19. Architecting for Measurement 18 Tools & Technology: The Evaluation Checklist • Does it measure what’s important to me? • Will we be able to manage it? • Is the cost/effort proportionate to the value? • Are there alternative lower cost/free tools/methods?
  • 20. Part II: Dashboards Presented to Absolute Software © Affect Strategies | May 29, 2009
  • 21. Social Discussion Platforms 20 Image source: SocialMention.com
  • 22. Social Discussion Platforms 21 Image source: NUVI
  • 23. Geographic Resonance 22 Image source: NUVI
  • 24. Social Media Dashboard 23 Image source: sentimentmetrics.com
  • 25. Social Media Dashboard Image source: Sysmos 24
  • 26. PR Measurement Dashboard Image source: Meltwater News 25
  • 27. PR Measurement Dashboard Image source: Universal Information Systems 26
  • 28. Build Your Own Dashboard 27 6 Step Approach: 1. Measure 2. Track 3. Trip 4. Analyze 5. Tweak 6. Repeat Holy Grail: Revenue Data
  • 29. Part III: Measurement Challenges Presented to Absolute Software © Affect Strategies | May 29, 2009
  • 31. 30 Sample 1 Goals: • Raise Awareness for the Company/Business Model • Drive Traffic to Website & App Downloads • Generate Revenue Integrated Marketing Campaign: Advertising & Marketing Event Sponsorship Experiential Marketing Public Relations Taxi TV, Online, Email, Sponsored Content Sponsoring Events, Hosting Events Street Team Campaign Targeting Entrepreneurs, Road Warriors
  • 32. 31 Assignment 1 • Set concrete objectives for the campaign based on the goals • Choose which measurement methodology/ies you will use to measure the success of the campaign • What are the key performance indicators (KPIs) that you will track • Explain how you will deliver/communicate the results
  • 33. 32 Hints for Sample 1 • Tripwires & Milestones: – Landing Pages – Coupon Codes – Bit.ly Links – Dedicated Phone Numbers • Analytics: On Website, On Downloads • Sales/Operations • Measurement Dashboard – Clicks, Traffic, Registrations, Downloads, Bookings, Revenue
  • 35. 34 Sample 2 Goals: • Raise Awareness for the Axon Health Associates • Attract New Patients/Reactivate Existing Patients • Generate Corporate Wellness Leads Campaign Elements: Social Media Advertising Direct Marketing Facebook Online LinkedIn Facebook Twitter Google AdWords Email Marketing Patient Newsletter
  • 36. 35 Assignment 2 • Set concrete objectives for the campaign based on the goals • Choose which measurement methodology/ies you will use to measure the success of the campaign • What are the key performance indicators (KPIs) that you will track • Explain how you will deliver/communicate the results
  • 37. • Tripwires & Milestones: – Landing Pages, Exclusive Offers, Bit.ly Links • Analytics – Facebook Insights, Twitter Analytics, Google Analytics, Radian 6/Sysmos • Sales/Operations – Patient Intake Forms, Appointment Forms, Office Managers • Measurement Dashboard – Clicks, Traffic, Calls, Appointments, Bookings (Wellness Events) 36 Hints for Sample 2
  • 38. Appendix: Case Studies Presented to Absolute Software © Affect Strategies | May 29, 2009
  • 39. 38
  • 41. 40
  • 42. Dealnews 41 Business Goal: Web Traffic Program: High Traffic Media Online Outcome: +300K Views = $225K in $
  • 43. Regus 42 Business Goal: 350 Leads Q4 Program: Integrated Marketing Outcome: 790 Leads $1M Revenue 90 days
  • 44. Sophos 43 Business Goal: Web Traffic Program: Top Tier Media (50) Outcome: From .5M Views to 1.8M
  • 45. Proclivity 44 Goal: Retail Customers Program: Target Retail Media Outcome: +1 Marquee Customer: Barney’s NY
  • 46. Proclivity 45 Business Goal: Investors Program: Business Media Outcome: $6.2 M Investment
  • 47. Parting Thoughts • Analytics Are Your Best Friend • Understand the Business of Your Business – Financials, Earnings Calls, Annual Report • Make PR & SM a Revenue Center/Saver Vs. Cost Center • Speak in a Language the C-Suite Understands 46 Measurement
  • 48. Resources • Barcelona Declaration of Measurement Principals http://amecorg.com/2012/06/barcelona-declaration-of- measurement-principles/ • Social Media Success Series (Affect) http://www.techaffect.com/social-media-tip-sheets/ • How To Develop An Effective PR Strategy http://www.slideshare.net/Sfathi/affect-how-to-develop- and-effective-pr-measurement-strategy • How To Prove the Value of Your Social Media Efforts http://www.slideshare.net/Sfathi/affect-how-to-prove-the- value-of-your-social-media-efforts 47
  • 49. Thank You Download Slides: Slideshare.net/sfathi Sandra Fathi President, Affect sfathi@affect.com affect.com @sandrafathi Slideshare.net/sfathi Serena Ehrlich Director of Social Media, BusinessWire Businesswire.com @serena @Businesswire Presented to Absolute Software © Affect Strategies | May 29, 2009

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