1The Measure of PR

The Measure of PR

An Amárach Research PresentationFebruary 2010

© Amárach Research

2The Measure of PR

1. Using Market Research

do’s and don’ts

2. PR and MR

beyond the press release

3. The Future of PR

persuasion is power

3The Measure of PR

1. Using Market Research

do’s and don’ts

4The Measure of PR

It Depends

5The Measure of PR

The Tool Box

6The Measure of PR

The Palette

Direct and indirect questions Enabling

Laddering, projective and

enabling. Projective

Conscious Private feelings

Subconscious Unconscious

WillDivulge

WontDivulge

Aware

Not Aware

7The Measure of PR

As Easy as A to PR

8The Measure of PR

Show Me The Numbers

Methodology Matters

Sample Matters

Timing Matters

Significance Matters

Interpretation Matters

9The Measure of PR

Do’s & Don’ts

Don’t:Make up the research (!)

Use pretend research (phone ins)

Ignore/not report methodology

Forget qualitative research

Do:Be clear why you’re doing it

Involve MR agency AND client

Use an AIMRO agency

Maximise the ROI on your MR

10The Measure of PR

2. PR & MR

beyond the press release

11The Measure of PR

New Responsibilities

12The Measure of PR

Beyond Spin

People know when they are being

sold to (and sometimes they like it!)

But we are all a lot older and wiser

and nobody likes having their

intelligence insulted (‘the middle-

aged doubt everything.’ O. Wilde)

Businesses (and others) need to

restore trust, and PR will play a key

role in doing so

13The Measure of PR 13

All About Trust

In the absence of trust, everything is risky ...

Reputation influences the degree of trust ...

Trust implies a prediction of future behaviour ...

A benign economy makes it easier to trust ...

14The Measure of PR 14

Long Way Back

15The Measure of PR

Mood Matters

We are ... ?

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8.3

16.317.8

1517

18.419.6

17.8 18.3

27.1

0

5

10

15

20

25

30

Apr '09 May Jun July Aug Sept Oct Nov Dec Jan '10

AIB-Amárach Recovery Indicator

17The Measure of PR

Monthly ‘Story’

‘Self’ Analysis

Credible ‘Co-Branding’

18The Measure of PR

The Mood of the Nation

0%

10%

20%

30%

40%

50%

60%

70%

Apr '09 May Jun Jul Aug Sept Oct Nov Dec Jan '10

Enjoyment Happiness Stress Worry

19The Measure of PR

‘Local’ Interest

Global ‘Story’

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Go Further

MR is not just for press releases:

Use comparisons (e.g.: Irish survey

equivalent of existing international

surveys you don’t have to pay for!)

Use trends (people like a story)

Make a commitment (tune in for

next month’s/quarter’s/year’s

findings)

Use a partner (co-credibility)

Think big: it’s cheaper than you

think to do international research ...

24The Measure of PR

3. The Future of PR

persuasion is power

25The Measure of PR

The conversation has already started

26The Measure of PR

Life Online

27The Measure of PR

Mad Women

Advertising Spend by Media

28The Measure of PR

The 5 ‘Rs’ of PR

Reach

Recall

Reaction

Relationship

Return

29The Measure of PR

QuickTime™ and a decompressor

are needed to see this picture.

30The Measure of PR

31The Measure of PR

Be Awesome(you’ll get noticed*)

*http://www.nytimes.com/2010/02/09/science/09tier.html

32The Measure of PR

Amárach Research

11 Kingswood Business Centre

Citywest Business Campus

Dublin 24

T. (01) 410 5200 E: gerard.oneill@amarach.com

W: www.amarach.com B: www.amarachresearch.blogspot.com

33The Measure of PR

We are Ireland’s largest independent market research agency, in business since 1989.

We focus on delivering two key benefits to our clients:

1. Consumer Foresight– using research to say ‘what next’.

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Appendix: About Amárach

3rd March 2009

Welcome to the latest edition of consumerforesight from Amárach Research. We

have set out to make consumerforesight a more interactive and informative research and planning tool for subscribers. Feel free to invite others to register

for our free eLetter on our home page.

Two months gone, ten to go. Like Keith Richards, we‟re all at the

stage of “it‟s good to be here – it‟s good to be anywhere”. But it

is tough out there. Against a background of industrial unrest

(even the Gardaí are protesting!), we shouldn‟t be surprised if

consumers are on something of a „go slow‟ themselves.

But it won‟t last. It‟s too early for green shoots, but as time goes

by people will want to buy: especially those still in secure jobs

who are faced with extraordinary bargains in shops, hotels and

car showrooms. Irish consumers don‟t really do hair shirts.

When we have money we can afford to spend then we‟re usually

inclined to spend it: assuming we‟re getting good value and not

being ripped off.

Don’t forget: for every person in Ireland with a mortgage,

loan or ‘maxed out’ credit card there is another person

without any debt (at all). What are you doing to tap the

‘worried well’ market?

Before you embark on a new brand or

business just remember Seth Godin‟s

three things you need read more

With the world all „a-twitter‟ don‟t forget

the future is on the TV read more

It‟s all down to psychology – an Amárach

presentation on how Irish consumers will

lead us to recovery read more

Business is about passion: so for that matter is

the economy – check out some wise words on the

role of passion in success read more

How not to do food marketing: quite possibly the

worst food in the world read more

Optimistic people are healthy and happy – even

when the economy is collapsing around them:

what are you doing for optimism? read more

Amárach Research will present a paper on „Life Online 2009‟ at Comreg‟s ICT Research conference on 12 th