Every PR agency can deliver effective measurement Size is not the barrier

16 June 2016

Libby Howard Managing Director, Intelligent Conversation

Welcome, why we are here

Why we are here

Our aim today

Andy West Chief Development Officer, Hotwire Public Relations

Measurement Paralysis

Why are we still having the measurement argument?

What’s your “measurement reaction”?

A: JOY B: INDIFFERENCE C: FEAR

Why do you think that is?

A: FEAR OF NUMBERS B: LACK OF KNOWLEDGE C: POOR LEADERSHIP

What can be done?

A: START SMALL B: EDUCATE C: CELEBRATE

Jesper Andersen Managing director & strategy advisor

Quantum Public Relations

An insight from Denmark: benchmark study

April 2016 survey of members of the Danish Communication Association (DKF)

0 50 100 150 200 250 300 350

No

Yes, using assistance from measurement provider

Yes, we measure in-house

Do you measure and evaluate your communication?

Total

48% indicate a disturbing lack of interest from the top management level

0 10 20 30 40 50 60 70 80

Other

It is not relevant to our organisation

Do not see business value in coms measurement

Not a coms department priority

Not a top management priority

Overwhelmed by data quantity

Problem choosing relevant metrics

Do not possess skill set to measure

Lack financial resources

Lack the time

Lack of technical tools like software

Reasons given for not measuring communication

Total

Danish communicators rate their measurement skill set largely as ‘medium proficiency’ and are often self-taught

0 20 40 60 80 100 120 140 160 180

It is a part of my education

I received e-learning

I attended a course, seminar or conference

I am part of a networking group focused on measurement

By reading books and/or articles on the internet

I am self-taught

I get measurement and analysis explained to me by an advisor

Where or how did you acquire your measurement skill set?

Total

Sara Blázquez Managing Director, Burson-Marsteller

Find the value-added role for the PR

agency

The experience of setting up a framework for an European network

• Successful measurement is a team effort: PR agencies + expert partners

• How to manage different levels of expertise/knowledge

• Setting-up a practical framework: open plus concrete

• The importance of identifying tools and procedures

• Each partner has a mission to accomplish for the client

The relevance of having procedures to follow when measuring the efficiency of communication

Flow of Process

Prepare the

Communications plan

Define goals and select

the target audiences

Choose the KPIs according to

actions and objectives

(outputs and outcomes)

Choose the

tools

01

02

03

04

05

Gather your data

Obtain your

graphics

06

07

Create your final report

including graphics and final

conclusions

The experience of reaching a sectorial agreement

• A project sponsored by ADECEC (national association of PR agencies in Spain)

• Working sessions with an integrated team: PR agencies, measurement companies and researchers

• Agreement on how to apply the Barcelona Principles in our country

• Presentation of the guidebook in Measurement Week, next September

Ben Levine Vice President, Ketchum Global Research & Analytics

Adopting a measurement mind-set

Think improvement, not success

We’re heard it all before…

It’s Confusing It’s Expensive It’s About Headlines

It’s Scary Bigger Means Better

Achieving Measurement Kaizen

Questions?