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The Evolution of Evaluation

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Title: The Evolution of Evaluation


1
The Evolution of Evaluation
  • What Gets Measured is What Counts

1
2
Chris Foster
  • Vice President
  • Strategy Organization
  • Booz I Allen I Hamilton

2
3
Communicating with the C-suite
Communications Measurement is Seen as an Add-On
  • The C-suite executives expect metrics and prefers
    those of outcome-oriented persuasion
  • Although PR practitioners note that engagement is
    a best practice, most still rely on impressions
    as evidence of impact
  • Measures must move beyond mere impressions
    (outputs) to understanding comprehension of
    message (outtakes), and ultimately, to
    understanding how the message impacted the target
    audiences attitudes and emotions (outcomes).

You have to move beyond the obvious metrics such
as media impressions, Facebook "likes" and
Twitter followers. Those can provide a clue to
your reach. If you really want to show your
effectiveness, you need to decide what needle you
want to movesales, fundraising activity or
advocacy reach, for exampleand then measure your
media activity against that. - Laura Howe, VP,
public relations at the American Red Cross
3
4
Similarities Across Markets
(Global Survey Results)
  • We need metrics that support business decisions
  • Web metrics such as sentiments and perceptions
    are most effective measures of digital media
    impact
  • Economy has had a negative effect on
    communications and measurement budgets
  • We need much deeper understanding of
    communications measurement best practices
  • Greatest need is for a common ROI definition
  • We need standard metrics for ROI and
    communications effectiveness

5
October 2012 Research Results
5
6
What are the biggest challenges to measuring the
value of public relations?
6
7
What do you believe are the greatest barriers to
the adoption of standardized research techniques
for the measurement of public relations?
7
8
Importance of PR Measures
On a scale of 0 to 10, where 0 is unimportant
and 10 is important, how important is it the
following are well understood across the public
relations profession in the next five years?
Incidence of Very and Somewhat Important
Rating
Base All respondents n57
8
9
Importance of PR Measures
On a scale of 0 to 10, where 0 is unimportant
and 10 is important, how important is it the
following are well understood across the public
relations profession in the next five years?
Incidence of Very and Somewhat Important
Rating
Base All respondents n57
9
10
Attribute Assessment
How much do you agree or disagree with the
following statements, where 5 is strongly
agree and 1 is strongly disagree?
Incidence of Strongly and Somewhat Agree
Rating
Base All respondents n57
10
11
Challenges / Barriers to Measurement
What are the challenges/barriers to measurement
that you encounter? Below are statements about
barriers to measuring communications that you may
or may not agree with or hear most commonly from
clients. Using the scale where 0 means you
completely disagree with that statement and a
10 means you completely agree with that
statement, please rate each of the following.
Incidence of Very and Somewhat Agree Rating
Base All respondents n57
11
12
Digital Media Impact Metrics
Below is a list of metrics that may be used to
measure the impact of digital media. Based on
your experience or by what you read and hear,
which one do you consider most effective?
Base All respondents n57
12
13
Importance of Competencies
Public Relations Professionals
On a scale of 0 to 10, where 0 is unimportant
and 10 is important, how important are each of
the following competencies for a public relations
professional?
Incidence of Very and Somewhat Important
Rating
Base Public Relations Professionals n47
13
14
Importance of Competencies
Public Relations Professionals
On a scale of 0 to 10, where 0 is unimportant
and 10 is important, how important are each of
the following competencies for a public relations
professional?
Incidence of Very and Somewhat Important
Rating
Base Public Relations Professionals n47
14
15
Effect of Economy on Communications Budget
During the past three years, what impact, if any,
has the economy had on your organizations
overall communications budget?
Net Positive effect 7 Negative effect 60
Base All respondents n57
15
16
Key Findings
  • Practitioners see many challenges to measuring
    the value of PR and implementing measurement into
    standard practice. Limitations on staff, time,
    budgets and a general lack of understanding of
    measurement principles contribute to this
    challenge.
  • In the past three years, the economy has had a
    negative effect on communications and measurement
    budgets, limiting resources while simultaneously
    increasing the importance to show the value in
    our work for clients.
  • Within five years, over 90 of surveyed public
    relations professionals indicated a need for the
    development of communication measurement
    standards and practices.
  • A desire for more effective measurement creates a
    need for measuring ROI and capturing true
    business impact.

16
17
Solution
  • As an industry, we need to
  • Change the way we communicate and present our
    value
  • Incorporate measurement in our missions and
    objectives
  • Use research-driven data to demonstrate the value
    that strategic communications delivers in a way
    that can be universally understood and embraced
    by budgets across the globe

17
18
Call to Action
  • As an industry, we have a shared responsibility
    to
  • Reframe how we talk about measurement and
    communications and the value of communications
    and PR
  • Seize opportunities to gain more understanding in
    measurement and identify how to implement into
    practice
  • Utilize communication as a tool in problem
    solving
  • Meet the demand for data-driven campaigns

18
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