PR summit - post 2

Katie Paine - MD, Katie Paine and Partners

Why measure PR ?

Measurement it to find out what is working and what is not and move from what is not working to what is working. It is about optimal resources allocation.

- There is a shift in communication - from linear to a 360 approach
- B2B decisions are also going to be influenced by these conversations


Laws of 21st century PR

1) It is all about Conversations
2) Theres no market for your conversations, you will have to create it
3) It all starts with Google
4) Be who you are, those who need you and like you will come to you
5) Size doesnt matter anymore. Stop screaming, start listening
6) It is not how many Eyeballs see you, but the right ones
7) Spin is dead, long live transparency -as social media can expose all trickery and spin
8) ROI doesnt mean what you think - it could mean different things to differnet clients
9) Media will change - measure the customer, not the media
10) You become what you measure, so make sure you are measuring the right things
11) The one who has more data wins


No more excuses for not measuring. Why measuring is a must :
- It is cheap to measure, less than 200 USD per month to measure PR effectiveness
- Everyone is using PR these days
- Gutfeeling doesnt work anymore
- If you are not measuring, you are not managing your assets adequately
- If research is expensive, then what is the cost of ignorance ?


Outputs, Outtakes and Outcomes

In a PR campaign, look for the Outputs ( what is the coverage, materials produced etc..), the Outtakes ( What did people take away from this campaign, did they believe in the message) and also Outcomes ( what behaviour did it change).


6 Steps to planning your measurement of PR campaigns

1. Define measurement Goals
2. Understand audiences and also what motivates them
3. Define KPI's
4. Determine what you are benchmarking against
5. Pick a tool and undertake research
6. Analyse results, gain insights and take action, measure again