Executive Summary

PR News Measurement Conference

April 21, 2017 – The National Press Club, Washington, D.C.

8:30 am - 9:30 am: Measurement Dashboards That Communicate PR's Business Value
Johna Burke, EVP, BurrellesLuce; Katie Paine, CEO, Paine Publishing
  • A/B testing is crucial to measurement
  • Dashboards make it easy to see trends, but are not enough to get to "what do I need to do now?"
  • Ultimately a dashboard takes focus away from "I need to contact a reporter" to "how are my stakeholders and customers seeing me?"
  • 6 steps to the perfect dashboard: define your business objectives, audit data sources/tools, define the metrics and benchmarks, build the prototype and test metrics, get approvals, find your aha moment and improve.
  • If you're offered a trial, don't just click through and look at charts; ask it a question. Apply it to the last thing your leadership asked you about.
9:30 am - 10:00 am: Case Study I: PR Measurement at Work in the Real World
Ray Kerins, Senior Vice President, Head of Communications & Government Relations, Bayer Corporation
  • Reputation management is 24/7/365
  • Increasing a brand's benefit of the doubt is crucial because something will go wrong eventually
  • Every dollar spent must have measurement attached
  • Bayer is acquiring Monsanto: They know others have different opinions about this acquisition, and reputation efforts are crucial to powering Bayer through
  • Reputation counts—make sure your CEO knows that
  • Prove your teams’ contribution to reputational success—then ask for more money
10:15 am - 11:15 am: Measuring Social: How to Measure Your Impact Across Social Media Platforms
Danielle Brigida, National Social Media Manager, U.S. Fish and Wildlife Service; Sally Falkow, Strategist, Meritus Media
  • Try to include variables in reports: timing, trends, possible next steps
  • Weapons of choice: pulling info from Google Alerts into Feedly
  • Sections of a good report: distribution, interaction, influence, action, internal
  • sendable.com does a good job of showing which influencers are engaging with you
11:15 am - 11:45 am: Case Study II: PR Measurement at Work in the Real World
Megan Driscoll, CEO, EvolveMKD; Jim Hartman, Vice President and US Head of Aesthetics & OTC, Merz North America
  • Create a mechanism for surround sound that provides a consistent cadence for the end customer
  • Traditional PR can elevate social media and vice versa—both need to work hand in hand
  • Have an agreed-upon method for measuring “soft” and “hard” metrics, along with specific goals for each
  • Push for budget to include Cision, Radian 6 and other measurement tools that can provide quantifiable results, as well as access to brand website’s Google analytics
12:00 pm - 1:00 pm: Luncheon Keynote Presentation: Reputation Strategy and Analytics in a Hyper-Connected World
Chris Foster, Author, "Reputation Strategy and Analytics in a Hyper-Connected World"
  • All of us can take small steps to integrate measurement into our campaigns at the beginning, middle and end
  • Cutting-edge brands are collaborating with consumers, which leads to co-creation
  • Reputation is more important than ever because there are economies being built around it (eBay, Uber, etc.)
  • Computers will never replace what PR pros bring to work: creativity, imagination and agility
1:45 pm - 2:45 pm: How to Measure Media Coverage and Tie It to Organizational Goals
David Cantor, Deputy Director, Measurement and Insights, Global Communications and Engagement, Bill & Melinda Gates Foundation; Chris Scully, Senior Media Intelligence Analyst, LexisNexis; Marisa Long, PR & Communications Director, U.S. Green Building Council
  • Craft your PR strategies and tactics to support your organization’s overall objectives
  • Set SMART goals for these strategies and tactics
  • Track your progress in achieving these goals; track in relation to organizational results
  • Use correlation analysis techniques if feasible to uncover statistical evidence suggesting a link between your media coverage and changes to organizational results
  • Showcase dynamic results: create organized, regular reports, understand client/exec needs, learn from mistakes, celebrate successes
3:00 pm - 3:30 pm: Case Study III: PR Measurement at Work in the Real World
Jessica Onick, Corporate Public Relations Program Manager, Citrix
  • Don’t hoard data; fewer metrics = higher impact
  • Start with business objectives, and work backward toward the ”champagne moment” for PR; then define your metrics
  • Remember the 80/20 rule: Focus on the 20%
  • "Influence" is relative; find your audience, even if it means targeting smaller (and fewer) media outlets
  • Focus on outcomes vs. outputs
  • Look at SoV within specific themes, topics, verticals, outlets.
3:30 pm - 4:30 pm: Measuring Social: How to Apply Social Insights to Communications Strategy
January Williams, Director of Online Communications and Outreach, Children's Defense Fund; Carrie Schum, EVP Strategic Planning, Analytics and Research, Porter Novelli
  • Set clear goals for what success looks like
  • Identify key indicators for success – what are you tracking?
  • Track only the metrics that matter to your end goal
  • Find ways to make the information you’re sharing relevant to multiple audiences
  • Get rid of barriers to your content
  • Give your audience the tools they need to help you reach campaign success
  • No audience uses social media the same way as another—what is yours doing?