Measuring a Public Relations Program The Ogilvy PR Way

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1、Measuring a Public Relations Program The Ogilvy PR Way Greater China Differential Influence Master Class August 24-26, 2003 Todays agendaTodays agenda Introduction Why measure a public relations program in the first place? Are there times when measurement is not needed? Measurement as a mindset How

2、measurement creates value internally But more importantly, externally Finally, a brief introduction to our MET IntroductionIntroduction I thought this was going to be an easy presentation After all, Ogilvy PR has a whole tool box full of measurement tools We touched on many yesterday And will do a f

3、ew more later today So when I was kindly asked to do a short training on measuring a public relations program, I felt relieved Introduction: my box of toolsIntroduction: my box of tools Number of clippings Key message pickup Ad space equivalent Competitor analysis Number of press attending a press c

4、onference Hot leads Third-party endorsements Word of mouth BrandShield BrandSight Quantitative research Qualitative research Benchmarking Media audit The list could go on, depending on the program. Introduction: reality checkIntroduction: reality check But then this email arrived from HK: “Please gi

5、ve some thought to outlining the Ogilvy PR way of measurement - a corridor of expectations rather than a menu of options.” What to do? Why measure?Why measure? After all, measuring in PR is not an exact science.how to explain clearly Easier in advertising and in direct marketing And developing an Og

6、ilvy PR way of Ogilvy PR way of looking at measurementlooking at measurement seemed, well, a bit of a challenge When I asked my colleagues for any input, they general response was “good luck, we have nothing to offer” Why measure?Why measure? But as I began thinking about this, from the day-to-day a

7、ccount work we do, there is an Ogilvy PR way of looking at measurement We often just dont know it It is never one approach or single set of tools But a combination of a variety of quantitative and qualitative and even creative, approaches Why measure?Why measure? The industry is changing No longer q

8、uantity that counts CEOs want to see results Remember the video yesterday, “what is PR” Measuring a program provides results With results, defining to a client what we do and why we add value, the answer is easy Allows us an opportunity to grow our self as professionals Why measure?Why measure? To p

9、araphrase: “If you cant test and improve or fix quality - or problems - and you cant measure it, how do you ever solve the problem?” Scott McNeally, CEO, Sun Microsystems The same should be said about our own work, too (LIS lead generation 20-60=120) Why measure?Why measure? Id like to use three exa

10、mples of how measurement not only helped our clients business But we became partners We were challenged - push the envelope We became more sophisticated Developing proprietary tools To begin owning the results of our research And we earned more income Why measure?: wrapWhy measure?: wrap- -upup I th

11、ink Scott mentioned this yesterday, which I feel can be tied to why we should measure our work “When expectations are met, our clients are happy” “What get measured, gets managed” Clients need this, as many dont understand PR And our staff need it, it allows them to see the work they are doing is pr

12、oducing concrete results (Nokia Daily Alerts) Why measure?: three case studiesWhy measure?: three case studies Locate in Scotland IBM Greater China Nokia Taiwan Locate in ScotlandLocate in Scotland 1990, started off small:handled DM internally Measurement was basic (client / lack of IT) Pushed ourse

13、lves to be more accountable Our own “MET” established three years ago Now working with OgilvyOne Hot leads seen as key measurement to our success (clippings seen as less important now) Increased scope of work: Computex, Web-site Grew business to OgilvyOne Japan this year Locate in ScotlandLocate in

14、Scotland But we must link our objectives to agreed open resultsoften through measurement For LIS, objectives were to Increase awareness of Scotland as a place to invest: independent surveys Demonstrate key message pickup: through monthly tracking in key media Generate “hard leads”, actual CEOs/CFOs

15、who directly contact LIS Only one LIS rep. in TW, yet TW, Asias largest investor in Scotland in 1996 IBM Greater ChinaIBM Greater China Took one year of talking with client to get the business Clearly stated how we would be measured Client saw results We pushed the limit, taking MET immediately afte

16、r Shenzhen NPD and applying to how we are measured Media database from China now being introduced (Link to Josephs Influencer chart) Business in one year doubled in size IBM Greater ChinaIBM Greater China Link our objectives to agreed open resultsoften through measurement Looking at Taiwan, we linke

17、d our key objective on the corporate side, with improving IBMs corporate image in the media Will see MET results at the end of this presentation Nokia TaiwanNokia Taiwan The most intense client I have known Client was very simple in how he measured our work: “Nokia in Taiwan currently No. 3. After s

18、ix months, I want to be No. 1” (Clippings, market info, “War Team”) We, working as partners along with Nokia marketing and their advertising agency, achieved his goal Nokia TaiwanNokia Taiwan Me, patting myself on my back, thinking the rest of the year would be easy, well Client immediately raised t

19、he bar: “increase our share in the market from xx% to xxx% in the next six months” Nokia TaiwanNokia Taiwan Link our objectives to agreed open resultsoften through measurement For Nokia Taiwan, objectives are clear: increased media coverage in segmented media: achieved No. 1in the market, achieved T

20、imes when we dont measure?Times when we dont measure? No No No Think of it in this way: the majority of decisions you make in everything you do, you normally have an end result in mind Which means you have some type of measurement in place to judge the outcome Why should public relations programs be

21、 any different? Measurement as a mindsetMeasurement as a mindset So we must always approach any communications program with a mindset of including some type of measurement Senior executives support the work where they see results LIS, IBM, Nokia The value of measurementThe value of measurement Provi

22、des credibility to what Ogilvy PR does What value do we bring to the party? We set standards which can then be improved on year after year Tangible results are the best justification for renewing and growing our accounts The value of measurementThe value of measurement By using a mixture of common s

23、ense, traditional forms of measurement, creativity and our proprietary tools such as BrandSight (MET), we stay ahead of the competition Back to Matthews comment about Thailand, where unemployed journalist are cranking our press releases at a fraction of the costs We all face this The value of measur

24、ementThe value of measurement If we can clearly demonstrate our value, which mostly is through measurement, we stand a good chance of getting the business At IBM Taiwan, even though Carma is now handling media evaluation, client still insists on using our MET solution. Feel the value of our measurem

25、ent is better We possibly can get Carmas budget, still let them do their stuff, but continue to work, and improve on our own MET The value of measurementThe value of measurement Internally, by understanding the value of measurement, we grow as professionals Must develop a mindset of using measuremen

26、t Write better programs Always, always, always include some measurement Keeps you on your toes, keeps you thinking Link between objectives and measured results The value of measurementThe value of measurement Externally, we are seen as valued partners We can talk smarter to our clients Back to the c

27、lip where the guy was trying to explain what we do in PR Will grow our business Even if it for a very simple program and the client says send out this release, or as was the case recently of DB, invite just 5 media We went the extra mile, provided unexpected measurement to their surprise Conclusions

28、Conclusions Include a form of measurement in every program we develop Provides credibility, demonstrates return on investment (ROI) Link objectives of our programs to measured results: displays logical thinking, allows for benchmarking for future growth Allows you to grow professionally and talk to senior clients with more authority Thank you, now lets take a quick look at our MET evaluation measurement tool