Winner: American Society of Plastic
Surgeons & KDPaine & Partners
Campaign: Using Content Analysis to Demonstrate Efficacy and Formulate PR
Objectives
The Mission:
The American Society of Plastic Surgeons (ASPS) wanted its public relations department to better understand its effectiveness in communicating with the public.
The Strategy:
In 2006, the ASPC turned to KDPaine & Partners to conduct an analysis of the organization's media coverage to help the public relations department shape future
communications strategies. KDPaine & Partners execs implemented the following tactics:
- Collect a census of coverage of ASPS and its peer organizations;
- Continue using a descriptive content analysis methodology;
- Construct metrics that are relevant to ASPS's 2006 goals, without jeopardizing data collected in 2005;
- Write a report that is meaningful for practitioners and management; and,
- Provide 24/7 access to a Web "dashboard" that facilitates up-to-date information.
The Execution:
Analysts wrote reports that focused on both quantitative trends in key metrics and qualitative examples of noteworthy media coverage to illustrate the link between outreach
efforts and department performance. The team included Nancy E. Ryan and Brian Hugins of ASPS and Katie Delahaye Paine and Jeremy Willis of KDPP.
Mission Accomplished:
The data from the program was included in a Presidential presentation to members in July 2006. This demonstrated the department's success in positioning ASPS as a top source
for information about plastic surgery. Also, information about the program was used to form the 2007 objectives for the PR department, as well as to assess the department and
outreach related to the Plastic and Reconstructive Surgery Journal studies. PRN