The PR Effect
-
Upload
burson-marsteller -
Category
Business
-
view
8.241 -
download
0
Transcript of The PR Effect
![Page 1: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/1.jpg)
![Page 2: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/2.jpg)
Advertising has traditionally dominated the
media landscape,
2
![Page 3: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/3.jpg)
but other forms of marketing are taking center stage,
![Page 4: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/4.jpg)
such as digital media,
flickr user rheauchyr
social media,
and public relations.
![Page 5: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/5.jpg)
And, marketing dollars are
moving toward these channels.
5
![Page 6: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/6.jpg)
………………………………………………………………………………………………………………………………………………………………………………………………………….
In 2005, for every $56 spent on advertising,
only $1 was spent on PR.
6
![Page 7: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/7.jpg)
Today, the PR:advertising ratio is $1:$44
This $1:$56 ratio is moving in PR’s favor…
And in 2012 it will be $1:$40.
TV advertising: $56 billion
Internet advertising: $23 billion
Direct Marketing: $48 billion
Newspaper: $30 billion
Magazine Advertising:$18 billion
PR:$4 b
Data: Zenith Optimedia Analysis: Burson-Marsteller
![Page 8: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/8.jpg)
PR spend will
increase 35%,
Zenith Optimedia
Burson-Marsteller
So, from 2005 to 2012,
and advertising spend will
decrease 3%.
Data: Zenith Optimedia Analysis: Burson-Marsteller
![Page 9: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/9.jpg)
Why is thisshift happening?
9
![Page 10: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/10.jpg)
Because data proves that effective PR
programs drive value…
10
![Page 11: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/11.jpg)
A well-communicated
corporate mission and
purpose can impact a
company’s financial
performance by
up to 17%.
Burson-Marsteller EMEA and IMD data11
![Page 12: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/12.jpg)
Globally, companies with the most
effective internal communications
programs have 47% higher returns to
shareholders.
Watson Wyatt data12
![Page 13: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/13.jpg)
Case Study:
Real estate website casa.it increased the
number of paying agencies on its
website by 24% after optimizing its
digital and social media
communications channels.
13Burson-Marsteller Case Study
![Page 14: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/14.jpg)
Case Study:
The World Wildlife Foundation awarded
the green light to Norwegian cod fishing and exports increased by up to 34% after a
public relations program restored
public opinion about the sustainability of
cod fishing in Norwegian waters.
14Burson-Marsteller Case Study
![Page 15: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/15.jpg)
Case Study:
Research-based messaging about the
ease of bypassing common home
security systems increased the sales of home insurance products 44% for a
leading regional insurance company.
15Burson-Marsteller Case Study
![Page 16: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/16.jpg)
Case Study:
A New York City Board of Elections public education
campaign resulted in 84% of New Yorkers
reporting that they were confident
about how to use a newly-implemented
voting system.
16
![Page 17: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/17.jpg)
![Page 18: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/18.jpg)
SET MEASURABLE OBJECTIVES:Highly effective
communicators are 3 times more likely
to have a formal measurement program.
Watson Wyatt data18
![Page 19: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/19.jpg)
FOCUS ON OUTCOMES:
53% of highly effective communicators are
increasing use of outcome metrics – as compared with only 34% of less
effective communicators.
Watson Wyatt data19
![Page 20: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/20.jpg)
And, apply an EVIDENCE-BASED
APPROACH.
20
Measurement(end)
Monitoring (on-going)
Insights(beginning)
20
![Page 21: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/21.jpg)
UseDATA-DRIVEN
INSIGHTSto justify everycomponent of
a communicationsprogram.
Measurement(end)
Monitoring (on-going)
Insights(beginning)
21
![Page 22: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/22.jpg)
MEASURE CONTINUOUSLY,
not just at the end of a program.
22
Measurement(end)
Monitoring (on-going)
Insights(beginning)
22
![Page 23: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/23.jpg)
Burson-Marsteller has developed
TOOLS to quantify PR results, such as…
Measurement(end)
Monitoring (on-going)
Insights(beginning)
23
![Page 24: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/24.jpg)
the Message Gap Analysis…
Company Message
Mainstream Media
Message
48%Gap
Measurement(end)
Monitoring (on-going)
Insights(beginning)
24
![Page 25: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/25.jpg)
the Social Media Check-Up…
Presence Visibility
Reputation Capabilities
ContentLorem
ipsum
dolor sit
Maecena
s ac dolor
ornare
Duis
pharetra
justo non
Curabitur
placerat
eros a
diam
feugiat
fermentu
Cras
sollicitudi
n enim ac
tellus
pharetra
Quisque
mollis
neque
nec dui
euismod
accumsa
Vivamus
tristique
quam
vitae
turpis
bibendum
Nullam
eu metus
ac odio
laoreet
rutrum.
Proin ut
erat
Curabitur
scelerisq
ue iaculis
nisi vitae
tristique
Engagement
Measurement(end)
Monitoring (on-going)
Insights(beginning)
25
![Page 26: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/26.jpg)
and the Purpose & Performance
Audit.
26
Purpose
Communication
Purpose
Impact
Financial
Performance
timepast 2005 2009
Financial Performance
Measurement(end)
Monitoring (on-going)
Insights(beginning)
26
![Page 27: The PR Effect](https://reader030.fdocuments.net/reader030/viewer/2022032514/55d4e05cbb61eb092a8b473d/html5/thumbnails/27.jpg)
An Evidence-Based Approach…
a focus on outcomes,
Measurement(end)
Monitoring (on-going)
Insights(beginning)
with measurable objectives,
and continuous measurement =