How evaluation is being

used in public relations

Marcus Gault, Managing Director (Insight), Precise

Contact:

Marcus Gault

Managing Director

Marcus.Gault@precise.co.uk

T: +44 207 264 4778

www.precise.co.uk

How engaged are PR professionals in analytics and data?

2

Why will there will never be one universal measurement metric in

public relations?

Different PR objectives

Different analysis objectives

Marketing don’t….

Different audiences for the analysis

Comms team

Business Audience

Digital comms

Board

Financial Director

3

How are public relations professionals, both in house and agency

side, using evaluation?

News Media Analysis How the media portrays your organisation

Managing communications strategy and PR activity

Demonstrating the impact of PR/Campaigns on media profile

£ return on Investment

KPI’s and benchmarking

Social Media Analysis The media are in social channels

Listening – Topics and sentiment

Engagement in content

Reputation Broader data sets – stakeholder perceptions

Tracking over time

Event impact

Outcomes

4

News Media Analysis How the media portrays your organisation

Sentiment

Media coverage themes

5

News Media Analysis How the media portrays your organisation

Sentiment

Reputation attributes

6

News Media Analysis Managing communications strategy and PR activity

Message penetration

Campaign coverage

Spokespeople

Press release impact

7

News Media Analysis Demonstrating the impact of PR/Campaigns on media profile

8

Contrasting your organisation’s media profile when you have time and

investment to engage v when you do not….

News Media Analysis £ return on Investment

9

Let talk about AVE….

MediaValue

Efficiency of PR as a communications

investment channel

News Media Analysis KPI’s and benchmarking

Benchmark v KPI’s

Benchmark with peer organisations

Benchmark over time

10

Social media evaluation

European Central Bank Monetary Policy Decisions - Initial Media Reaction Analysis

11 3 April 2014

Journalists are tweeting…..a lot

The media are in social channels

Your audience are talking in social

channels

Social Media Analysis Listening – Topics and sentiment

What a people talking about

Generally

In response to a specific campaign

What is the sentiment of those

discussions?

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Social Media Analysis Engagement in your content – is it effective?

Are people engaging with and

sharing your content?

How big is the audience?

What can you learn from others?

European Central Bank Monetary Policy Decisions - Initial Media Reaction Analysis

13 3 April 2014

What are the best KPIs for evaluating outputs and outcomes of PR

Outputs

Quality of coverage (Messages, sentiment, 3rd parties, awareness etc)

Audience reached

Outcomes

It depends….

your organisation

Your PR objectives

Public perceptions (alongside media analysis)

Survey/Polling

Social Media content

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Outcomes analysis

Polling for

Awareness

Attitudes

Perceptions

Support

Poll Pre and Post Campaign

It doesn't have to be costly – Omnibus

For some topics, consider social media analysis

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Thank you.