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Elevating PR Standards for Measuring Value

Learn about the importance of setting standards in public relations measurement, as discussed at the World Public Relations Forum in Melbourne. Explore the initiatives and collaborations driving the industry towards better measurement practices.

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Elevating PR Standards for Measuring Value

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  1. Measuring PR Value:Our “Higgs Boson?” At World Public Relations Forum Melbourne November 20, 2012 John PaluszekSenior CounselKetchum

  2. Measuring Public Relations Two fundamental approaches: I. Within public relations Institute of Public Relations II. "Cross-industry"/ social media #SMMStandardsConclave

  3. About the Coalition for Public Relations Research Standards • Mission: to provide a broad platform of standards for research and measurement in our field • Charter member organizations • Council of Public Relations Firms • Global Alliance for Public Relations and Communication Management • Institute for Public Relations • International Association for Measurement and Evaluation of Communication • Public Relations Society of America • Bringing together existing efforts and building upon them • Bringing in more associations, agencies, clients

  4. Customer frustration and role in standards setting • What customers are saying • “We can't afford the ‘dueling banjos’ of measurement anymore… We need to develop a position on standard definitions and metrics now or be left behind” – global food and beverage company • We must “create a standard measurement system across all programs and campaigns to deliver consistent, comparable data” – major automotive company • Industry experts must take the lead in developing standards • Customer ultimately ordains a standard by insisting on conformance

  5. What we mean by standards and why they are valuable • A published spec • Establishes common language • Tech specification or other precise criteria • Used consistently as rule or definition • Common language for comparison, increased reliability, greater efficiency • Foster competition, innovation • Better measurement raises credibility

  6. ISO begins with three principles • Consensus • All views are considered • For public relations: client organizations, agencies, research/measurement providers • Soliciting input from start to finish • Industrywide • Satisfy parties worldwide • Voluntary • Market-driven • Involving all interested parties

  7. 2012 deliverables • Social media measurement • Traditional media analysis • Ethical standards for research • Return on investment • Communications lifecycle

  8. #SMMStandards Conclave • "Cross-disciplinary”Eleven marketing and communicationsassociations; eight major corporations • Mission: "Help define social media standards that will work across company brands, agencies and disciplines.”

  9. #SMMStandards Conclave Addressing: • Content sourcing • Engagement measuring • Conversation measurement

  10. #SMMStandards Conclave Available for comment: • Initial Engagement and Conversation Standards www.smmstandards.org

  11. Measuring PR Value:Our “Higgs Boson?” At World Public Relations Forum Melbourne November 20, 2012 John PaluszekSenior CounselKetchum

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