Public Relations Research and Evaluation: Evolving From “Why” Mark Weiner Delahaye

1. Public Relations Research and Evaluation: Evolving From “Why” Mark Weiner Delahaye IABC International Conference June, 2005

2. PR is as much a science as it is an art PR’s ROI is quantifiable Advancements facilitate rather than impede the creative process Research and evaluation are no longer a matter of who, where, when or why; it’s now a matter of what and how Our Premise

3. Overview to Research methods Research tools that steer the PR process Research applications for driving ROI What We’ll Cover…

4. Media Content Analysis Survey Research Statistical Modeling Three Tools for PR Research

5. Media Content Analysis • Frequency • Reach • Presence of Key Messages/Spokespeople • Tone • Impact • Front page / Lead story • Initial mention • Extent of mention • Dominance • Visuals

6. Media Content Analysis

7. Unfavorable Favorable Key Message #3 Key Message #5 Key Message #1 Key Message #4 Key Message #2 PRODUCTS & SERVICES SOCIAL RESPONSIBLITY SENIOR MANAGEMENT FINANCIAL PERFORMANCE WORKPLACE Media Content Analysis Tone Positioning Key Message Reach Reach in Millions of Impressions Reach in Millions of Impressions Key Indicators by Division

8. A brief survey of those “internal public relations clients” who have an impact on PR funding, goal setting and evaluation. The purpose: to gain mutual understanding Results are used to initiate and formalize dialogue, to set objectives, to reduce risk and prove success in the context of executives Surveys: The Executive Audit

9. Assess needs and preferences, Evaluate current performance, Improve over time: Professional Attributes: Writing, media relations, problem-solving skills, etc. Activities and Tactics: Press releases, interviews, media events, etc. Measures for Success: Volume, message delivery, awareness, attitudes, sales, etc. Media and Messages: Credibility, importance Surveys: The Executive Audit

10. A brief telephone survey of journalists at “media that matter” The purpose: to gain the feedback you need to improve the quality and quantity of your media coverage Results are used to refine the organization’s interactions with journalists and to eliminate potential barriers to better results Surveys: The Journalist Audit

11. Assess needs and preferences, Evaluate current performance, Improve over time: Professional Attributes: Responsive, informed, accessible, etc. Activities and Tactics: Pitch calls, press releases, exclusives, events, etc. Rate performance versus competitive set Surveys: The Journalist Audit

12. Research and the PR Process • Preparation • Setting Objectives • Developing Strategy • Executing Programs • Evaluation • Refinement

13. What are your organization’s goals and objectives? What are your department’s goals and objectives? Who are your internal clients and what matters to them? What other departments will be affected? What other programs are currently underway? Who is your target audience? Who influences that audience? Which media do they read, watch or listen to? What are your key messages? Application:Preparation: 10 Questions

14. Goals and Objectives are different. Objectives are: Reasonable: they can be accomplished Don’t:Front-cover stories in Fortune & Forbes in Q3 Do: 80% of stories have at least two positive key messages Meaningful: they prove value and drive PR forward Don’t: 100 clips Do: Improve Impact Score in key media by 20% by year-end Measurable: specific outputs, outcomes, time-frame Don’t: Generate significant “buzz” Do: Improve awareness among prospects by 10% in Q4 Tied to the goals and objectives of the organization Application: Setting Objectives

15. The ideas and tactics by which objectives are achieved: Target market identification and profiling Message engineering Media engineering Spokespeople selection (internal and external) Event creation Application: Developing Strategy

16. Target Audience Profiling Media Engineering Message Engineering Application: Developing Strategy

17. Application: Message Engineering High Importance High Low Competitors’ Performance Low Low High Your Performance

18. Application: Message Engineering

19. Value and Return on Investment are different: PR Value = Return on Expectation Contextualizing results in light of Exec Audit results PR Return On Investment Savings: Improving efficiency and reducing waste Cost avoidance: averting catastrophe Generating revenue and profits: delivering on business goals and objectives Application: On-going Evaluation

20. Cost Avoidance: Dodging Disaster

21. Cost Savings: Doing More With Less Frequency Press Releases Citing The Company

22. Aware of Co. Advertising Not Aware of Co. Advertising Value Ubiquity Prices Innovation Billing Reputation Trust Service Quality Simplicity 60 75 61 70 50 68 65 60 70 50 51 68 53 54 42 52 54 49 67 39 Generating Sales Aware of Company Advertising 50% Not Aware of Company Advertising 50%

23. Generating Revenue Percent

24. Generating Revenue Percent

25. Generating Revenue

26. 57 % of total acquisitions attributable to all four marketing elements 27 8 8 Generating Revenue

27. Cost per Acquisition via OTM: $ 63 Cost per Acquisition via Targeted ITM: $ 103 Cost per Acquisition via Non Targeted ITM: $ 47 Cost per Acquisition via Advertising: $ 95* Cost per Acquisition via PR: $ 15* * Cost does not take into account lift to OTM yield from news coverage and advertising. Generating Revenue Cost per Acquisition by Channel

28. Generating Revenue

29. Generating Revenue 0.79% Brand Volume 0.14% Factor 1 -9.80% Factor 2 0.00% Factor 3 1.96% Factor 4 2.14% Factor 5 0.93% Factor 6 7.33% Factor 7 -0.61% Factor 8 -1.29% PR

30. Generating Revenue 2,500 1,000 2,000 750 1,500 Vol per MM Impressions MM Impressions 500 1,000 250 500 0 0 Campaign 1 Campaign 2 Campaign 3 Effectiveness Impressions

31. Generating Revenue

32. Generating Revenue

33. Public Relations Research and Evaluation: Evolving From “Why” Mark Weiner Delahaye mweiner@delahaye.com 203-663-2446 www.Delahaye.com