3. Applying the Barcelona Principles
1. Importance of goal setting and measurement
2. Measuring the effect on outcomes is preferred to measuring outputs
3. The effect on business results can and should be measured where
possible
4. Media measurement requires quantity and quality
5. AVEs are not the value of public relations
6. Social media can and should be measured
7. Transparency and replicability are paramount to sound
measurement.
3
4. The Problem with AVEs
AVEs…
• Do not capture the OUTCOME of a PR campaign, limiting PR to simply
placement in the media
• Do not capture message delivery
• Do not factor in photos or headline mentions
• Do not measure new forms of social media such as Twitter
• Are a crude measure of potential COST SAVINGS, not an EARNED
VALUE
4
5. Other Issues with Using AVEs
• Comparisons between earned media coverage, using published rate card
data, and paid media placements could be inaccurate because rate cards
rarely reflect real paid rates
• High volumes in high cost publications do not necessarily equate to a
successful campaign
• Other metrics (e.g. tone, key messaging, etc.) may trend downward…
• Though high in cost, the publications may not be relevant for the target
audience
• It’s misleading to count all PR placements (including negative articles) as
the same worth as advertisements
• In PR, we can’t control the message
• Use of multipliers to account for the higher (credibility) value of PR
coverage is also misleading
• There is no data to support generic use of multipliers
5
6. More Sophisticated Forms of Media Analysis
Quantity and
quality of brand
discussion
Breakdown
by article
type
6
8. The Shift Towards Outcomes
• Circa 1980 to Present
• Outputs only. Traditional print media (one to many)
• Visibility
• Sentiment
• Circa 1990 to Present
• Outputs only + external data. Traditional + digital media (one to
many)
• Metrics as Stage 1
• Linked to sales/market share
• Tentative linking to awareness/perception studies
• Circa 2005 to Present
• Outputs + outcomes. Traditional + digital + social media (many to
many)
• Market mix modelling
• Engagement
8
9. A (Very) Simplified View of How PR Works
• The PR professional
PR Activity
creates and tells the story
•The story is distributed
Intermediary
through a third party
Target •The story is consumed by
Audience the target audience
Business Results
9
10. Aligning with the Communication Funnel
AWARENESS
KNOWLEDGE
INTEREST
PREFERENCE
ACTION
10
11. The Valid Metrics Framework
COMMUNICATIONS/MARKETING STAGES
COMMUNICATIONS PHASES
Key Area of
Communication
(Brand/Product Marketing,
Reputation Building, Issues Knowledge/ Interest/ Support/
Advocacy/Support, Employee Awareness Action
Engagement, Investor Relations, Understanding Consideration Preference
Crisis/Issues Management, Not-
for-Profit, Social/Community
Engagement)
Public Relations
Activity
Intermediary Effect
ORGANIZATION/
Target Audience BUSINESS
Effect RESULTS
11
12. Awareness Knowledge Consideration Preference Action
Brand/ Product
Marketing
• Content creation
• Traditional media engagement
Public Relations • Social media engagement
Activity • Influencer engagement
• Stakeholder engagement
• Events/speeches
• Audience reach • Key message • Key message • Endorsement by
[traditional & social alignment alignment journalists or
media] • Accuracy of facts • Frequency of influencers
• Impressions/Target (positive) mentions • Rankings on industry
Intermediary audience • Expressed opinions lists
impressions of consideration • Expressed opinions
Effect • Number of articles of preference
• Video views • Social network
Followers • Social network Fans
• Frequency • Likes
• Prominence • Retweets/Shares/
• Share of voice Linkbacks
• Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift
• Aided awareness company/product (to consumer/ • Stated intention to • Sales
attributes and customer) buy
features • Visitors to website • Brand preference/
• Market share
Target Audience • Brand association • Click-thru to site Loyalty/Trust • Cost savings
Effect and differentiation • Time spent on site • Endorsement • Leads generated
• Downloads from site • Requests for quote • Customer
• Calls • Links to site loyalty
• Event/meeting • Trial
attendance
12
13. Awareness Understanding Interest Support Action
Issues
Advocacy & Support
• Content creation
• Traditional media engagement
Public Relations • Social media engagement
Activity • Influencer engagement
• Stakeholder engagement
• Events/speeches
• Audience reach • Key message • Key message • Endorsement by
[traditional & social alignment alignment journalists or
media] • Accuracy of facts • Frequency of influencers
• Impressions/Target (positive) mentions • Expressed opinions
Intermediary audience • Expressed opinions of support
impressions of interest • Social network Fans
Effect • Number of articles
• Social network • Likes
• Video views
• Frequency Followers
• Prominence • Retweets/Shares/
• Share of voice Linkbacks
• Unaided awareness • Knowledge of issue • Relevance of issue • Attitude change • Active advocates
• Aided awareness • Knowledge of client (to stakeholder) • Endorsement • Letters of support (to
parliamentarians, congress,
POV • Visitors to website • Links to site etc)
• Click-thru to site • Registrations (to join
Target Audience • Time spent on site support group)
Effect • Downloads from site • Donations
• Calls • Legislation/
• Event/meeting regulation passed or
attendance blocked
• Cost savings
13
15. Brand Marketing/
Issues Support:
Awareness Knowledge Consideration Preference Action
Haagen-Dazs
loves Honey Bees
• Made donations to Pennsylvania State University and University of
California, Davis and to The Pollinator Partnership.
• Created Bee Board with PSU and UCD scientists and beekeepers.
• Launched bee-dependent flavor, Vanilla Honey Bee, with percentage of
sales to go towards CCD research. Also created special logo for all bee-
dependent products and printed CCD info on pint lid.
• Prior to official launch, brand announced the campaign to beekeeping
and scientific community at an industry conference, encouraging them
Public Relations to act as brand ambassadors.
Activity • Created comprehensive media strategy, including scientific, agricultural,
environmental, gardening, and beekeeping trade outlets, expanding
beyond traditional lifestyle and food outlets.
• Developed B-roll featuring HD plant footage, Bee Board members, and
bees pollinating crops.
• Million Seeds Challenge - reached out to bee supporters online using
Craiglist and MeetUp.com.
• During national Pollinator Week, HD and The Pollinator Partnership
hosted a briefing on Capitol Hill.
15
16. Brand Marketing/
Issues Support:
Awareness Knowledge Consideration Preference Action
Haagen-Dazs
loves Honey Bees
• More than 277 • Virtually 100% • 93% of all
million media of the media media
impressions coverage coverage was
(total media carried brand positive
goal: 125 name/product toward the
million mentions and brand
impressions in key PR
year one) messages
• 1,097 unique
Intermediary news
Effect placements
including CNN,
AP, NPR, WSJ,
Today, NYT,
Everyday with
Rachel Ray
(HD was
mentioned in
the headline
or lead)
16
17. Brand Marketing/
Issues Support:
Awareness Knowledge Consideration Preference Action
Haagen-Dazs
loves Honey Bees
• Survey • Survey • 469,798 • More than
showed 8- showed a 6- unique visitors 1.2m friendly • 5.2% April
point increase point increase to the site and flower seeds sales increase
in awareness in accurate viewed 8 were accepted – the largest
of the honey identification pages per visit by community single sales
bee issue of the issues (82% above groups spike in a year
• HD also had industry individuals, and 4%
the highest average) and local growth
unaided brand • Number of businesses sustained
recall among new visits • HD from April-July
consumers averaged 76% experienced a 2008
Target Audience
identifying above industry 13% increase
Effect
companies/ standards in brand
organizations • 950+ advocacy
working to consumers rating
help the and (between Q1
honey bees organizations and Q2) to
contacted HD 69%, the
with requests highest in the
for info, offers category
to collaborate
and
compliments
17
18. Support/
Awareness Knowledge Interest Action
Preference
Reputation
Building
• Content creation
• Traditional media engagement
Public Relation • Social media engagement
Activity • Influencer engagement
• Stakeholder engagement
• Events/speeches
• Audience reach • Key message • Key message • Endorsement by
[traditional & social alignment alignment journalists or
media] • Accuracy of facts • Frequency of influencers
• Impressions/Target (positive) mentions • Rankings on industry
Intermediary audience • Expressed opinions lists
impressions of interest • Expressed opinions
Effect • Number of articles of support
• Video views • Social network
Followers • Social network Fans
• Frequency • Likes
• Prominence • Retweets/Shares/
• Share of voice Linkbacks
• Unaided awareness • Knowledge of • Relevance of • Attitude change
• Sales
• Aided awareness company profile company (to • Uplift in reputation
• Market share
and offer stakeholder) drivers e.g. Trust,
• Visitors to website Admiration
• Share price
• Click-thru to site • Endorsement • Talent retention and
Target Audience recruitment
• Time spent on site • Belief in corporate
Effect • Downloads from site brand • Cost savings
• Calls • Links to site • Customer loyalty
• Event/meeting • Enhanced • Legislation/regulation
attendance relationships with passed or blocked
key stakeholders
18
20. Reputation
Building:
Frito-Lay – Awareness Knowledge Interest Support Action
Junk Food to
Good Food
• Secondary research, influencer-perception survey, message research
and media analysis preceded the campaign
• Engaged influencers – roundtables; nutritionist sessions; benchmarking
panel; ADA alliance; web poll; online community of 300+ influencers
• Educated influencers – participated in major health events; top media
Public Relation meetings; mailings about new products and new snacking research
Activity • Evangelized influencers – developed educational content off and online;
“Snack Sense” Website; developed curriculum and web-based program
for health professionals and consumers.
• 10,000 educational folders and CDs distributed to influencers at
conferences
• Armed 34,000 health pros with materials
20
21. Reputation
Building:
Frito-Lay – Awareness Knowledge Interest Support Action
Junk Food to
Good Food
• 200 million • Key message • 12% decrease • Dr. Madeline
media regarding in negative Fernstrom
impressions nutritional coverage talked about
• Key nutrition profile of F-L • 11% increase F-L in positive
in positive light on
story in Good increased iVillage and
housekeeping from 3% in Q2 media
coverage two Today
reaching 5 to 22% in Q4 Show
million • Key message • Daily News
article quoted segments
Intermediary re: industry F-L’s • Newsweek
Effect leadership praised F-L for
ingredients as
increased … “better than product
from 2% in Q2 you reformulations
to 11% in Q4 remember” • PEOPLE
featured
Ruffles as a
good vending
machine
option
21
22. Reputation
Building:
Frito-Lay – Awareness Knowledge Interest Support Action
Junk Food to
Good Food
• Snack Sense • SNE Influencer
Web site Salon Past
averages 70 President
hits/day and 3 applauded F-L
page to 1000
views/day members
• ADA • Hy-Vee
presentation requested
had 1000 educational
attendees and materials for
Target Audience a 90% positive 150 store
Effect rating nutritionists
• ADA • 33% of
symposium influencers
had 94% good had a positive
or excellent perception of
ratings with F-L, an
71% agreeing increase of
“learning 16%, which
something exceeded goal
new about of a 10%
Frito-Lay” increase
22
23. Awareness Knowledge Interest Support Action
Social/Community
Engagement
• Content creation (e.g. assets created, videos/podcasts)
• Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts,
Public Relation community site posts & events)
Activity • Influencer engagement
• Stakeholder engagement
• Events/speeches
• Impressions/Target • Key message • Expressed opinions • Endorsement by
audience alignment of interest journalists or
impressions [traditional & social • Social network influencers
• Earned media site media] Followers • Rankings on industry
Intermediary visitors/day • Accuracy of facts • Retweets/Shares/ lists
• % share of • % share of Linkbacks • Expressed opinions
Effect conversation conversation
• % share of of support
• Video views conversation
• Prominence • Social network Fans
• Likes
• Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift
• Active advocates
• Aided awareness company/product (to consumer/ • Stated intention to
• Owned media site attributes and customer) buy • Brand engagement
visitors per day features • Visitors to website • Brand preference/
• Leads/sales
Target Audience • Social network • Brand association • Click-thru to site Loyalty/Trust
Effect channel visitors and differentiation • Time spent on site • Endorsement • Revenue
• Downloads from site • Requests for quote
• Market share
• Calls • Links to site
• Event/meeting • Trial • Cost savings
attendance
NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For
simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are
known to be in your Target Audience, you could reflect those metrics under Target Audience Effect. 23
25. Social/Community
Engagement:
Awareness Knowledge Interest Support Action
Pepsi Refresh
Project
• Content creation (e.g., Op-Ed in Huffington Post)
• Media relations outreach around milestones (POP, Super Bowl,
Ambassadors, Grant recipients)
Public Relations • Social media outreach
Activity • Event: Rang bell at NYSE
• Event: In-house/online brainstorm to ignite conversation on national
scale
• Real-time digital engagement
25
26. Social/Community
Engagement:
Awareness Knowledge Interest Support Action
Pepsi Refresh
Project
• 3+ billion • 140,000 • Increased
audience Tweets Facebook
impressions • 2+ million “likes” by
Intermediary over 8 online 600% + (to
Effect months comments over 2
(exceeded million)
goal by nearly
12-fold)
26
27. Social/Community
Engagement:
Awareness Knowledge Interest Support Action
Pepsi Refresh
Project
• Pepsi one of • Correct Pepsi • Increased • Brand
most talked- Refresh brand loyalty Engagement -
about brands Project attributes Visits to the
at Super Bowl knowledge = including Refresh
(Nielsen) 25% (vs. 5- favorability, Everything.
• 37% 12%) intent, and com site
Americans trust along resulted in:
now aware with intent to • 10,000 fully
vs. 12-21% for purchase submitted
similar cause among ideas
Target Audience marketing Millennials
• 12,000+
Effect programs projects
• 18.5+ million have
unique received
visitors to votes
site: Refresh • 76 m votes
Everything. cast
com
• 4m +
Americans
have voted
27
28. Applying the Grids
• Once selected, the metrics should be tracked over time to identify
trends
• Consider plotting outcome metrics from the “Target Audience Effect”
row against metrics from the “Intermediary Effect” row to show
correlations
• The grids are not exhaustive and there may be other metrics that are
appropriate to the campaign being measured
28
29. Replacing AVEs
• There is no single replacement metric for AVEs. Public Relations is a
broad discipline that requires multiple metrics tied to well-defined
objectives
• For comparative media costs for PR in relation to other marketing
disciplines, i.e. evaluating earned media results against paid media
results, try using:
• Earned impressions
• Earned cost per thousand (CPM) impressions
• Gross rating points (GRP) and target rating points (TRP)
29
30. Replacing AVEs
• To provide a dollar/euro/yen or other financial denomination for PR
results, try using:
• Total value of sales/sales leads/revenue generated by PR activities
• PR activities’ contribution to sales/sales leads/revenue (often calculated via
marketing mix analysis)
• Cost savings due to PR activities (e.g. reduced customer complaints, etc.)
• Increased target market size due to expanded mindshare
• Increased or decreased market capitalization
30