In PR circles, nothing is more coveted than a CEO who "gets it." And when it comes to media relations, Tom Tiller is down with the program. In 1999, former GE exec Tiller
became CEO of Polaris Industries, a manufacturer of snowmobiles and other recreational products in Medina, Minn. To ensure his PR dollars would be well spent, he devised a
measurement system to gauge the value of his company's media coverage in relation to an aggressive new set of financial goals. No longer was it enough for Polaris' press coverage
to be limited to Dirt Wheels and other niche magazines for hardcore enthusiasts. Tiller wanted Wall Street to take note, too.
As a new CEO, Tiller's first objective was to increase Polaris' visibility in the investment community. As such, he devised a weighted system that awarded various points for
different kinds of press coverage. Positive mentions in national financial and business publications (e.g., The Wall Street Journal and Fortune) were worth ten points, while
positive coverage in consumer media (e.g., USA Today and AP) was worth three points. Regional and local plugs garnered one point apiece and trade media mentions were worth zilch.
Tiller then challenged his agency of record, Weber Shandwick, to score a certain number of points in each category for a total of 500 points in 1999.
This measurement system now known as "The Tiller Index," in its first year of Tiller's tenure, helped the media team beat its placement goal by more than 270 points. Analysts
following Polaris raised their ratings and the company's stock climbed to all time highs. Polaris has since seen a steady increase in its stock price (from the low 30s at the
program's outset to its current average in the mid 40s).
This year, the media relations team is shooting for a goal of 2000 points on the original Tiller Index. Weber Shandwick account managers have since worked with Tiller to
develop a separate index, the "Tiller Consumer Index" that gauges PR program success against marketing objectives set by each of Polaris' business units (using consumer press
coverage as the primary currency).
(Contact: Steve Peckham, VP, Consumer Products Group, Weber Shandwick Minneapolis, 952/346-6168)