Quantifying the impact of PR work during COVID-19
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The document discusses quantifying the impact of communications work during the COVID-19 pandemic. It provides survey results showing how the pandemic has impacted communications businesses and the types of impacts experienced. It advocates for moving beyond traditional metrics like impressions and engagements to more meaningful outcomes-based measurement using frameworks and principles like the Barcelona Principles. Tips are provided for improving measurement practices, including making measurement an integral part of communications planning.
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Quantifying the impact of PR work during COVID-19
- 1. Quantifying the impact and benefits of our work in the COVID-19 era RICHARD BAGNALL Chair, AMEC Co-managing Partner, CARMA International @CARMA @UKGovcomms @LGComms #CommsAcad
- 2. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS
- 3. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHT 57% 6% 11% 27% 14% 69% 22% 62% 14% 13% 11% 5% 56% Vendors Independent PR Agency In-house Business affected by COVID More than 50% halted/interrupted Up to 50% halted/interrupted Not changed/ business activity unaffected Business activity increased Impact of Coronavirus pandemic IMMEDIATE CONSIDERATIONS
- 4. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHT 39% 38% 51% 16% 18% 13% 14% 22% 71% 78% Supplier service delivery Supplier communication Client/stakeholder communication Office-based work activities Sales and business development* Slight disruption Moderate or severe disruption Type of impact IMMEDIATE CONSIDERATIONS
- 5. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHT 0% 20% 40% Payment/invoicing delays Increased operational barriers/ difficulty of working in lockdown Business uncertainty going forwards Adapting to remote working practices Business postponed/ delayed Reduced business volumes/ business cancelled Additional areas of impact IMMEDIATE CONSIDERATIONS
- 6. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS
- 7. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS
- 8. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHT NO BUY IN TOO DIFFICULT / COMPLEX LACK OF STANDARDS INABILITY TO INFLUENCE ORG’S OBJECTIVES LACK OF TIME TOO EXPENSIVE TOO SIMPLISTIC FEAR THE RESULTS AVE & IMPRESSIONS SUFFICE NO NEED OR DEMAND IMMEDIATE CONSIDERATIONS
- 9. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS
- 10. Barcelona Principles 3.0 SET GOALS LINK OUTPUTS, OUTTAKES & OUTCOMES OUTCOMES AND IMPACT SHOULD BE RELEVANT USE QUALITATIVE AND QUANTITATIVE ANALYSIS AVEs ARE NOT THE VALUE OF COMMS MEASURE COMMS ON AND OFFLINE MEASURMENT MUST BE TRANSPARENT AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHT BARCELONA PRINCIPLES 3.0 IMMEDIATE CONSIDERATIONS
- 11. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS “A grave mistake that’s done more to undermine PR than any other.” “The IPR Journal” 1949
- 12. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS 22 Reasons to say NO to AVEs
- 13. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS INTEGRATED EVALUATION FRAMEWORK amecorg.com/amecframework
- 14. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS INTEGRATED EVALUATION FRAMEWORK
- 15. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE CONSIDERATIONS INTEGRATED EVALUATION FRAMEWORK
- 16. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT m3.amecorg.com m3.amecorg.com
- 17. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT m3.amecorg.com
- 18. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT Bit.ly/6PRInsights
- 19. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT NORMAL BENCHMARKS COMPETITORS BEHAVIOURS TIME FRAMES PAST PERFORMANCE METRICS TARGETS VELOCITY
- 20. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT Be Nimble STRATEGY PLANS TACTICS
- 21. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT Reputation: Your license to operate REPUTATION: DEFEND, PROMOTE & ENHANCE TRUST MONITOR & EVALUATE ETHICS CLARIFY PURPOSE
- 22. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT Measure Better SPEED UP REVIEW REPORTING STYLE UPSKILL BE RELEVANT TO ORGANISATION APPROPRIATE AUTOMATION INSIGHTS AND MEASUREMENT VELOCITY
- 23. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT The good news: Relevance of Metrics 2020 84% 29% 24% 6% 10% 10% 8% 4% 2% 0% 3% 25% 35% 41% 43% 50% 62% 69% 72% 82% 0% 50% 100% AVEs (Advertising Value Equivalents) Impressions Volume Website Traffic Social Amplification Attribution Sentiment Audience insights/demographics Key Message Penetration Reputation Very relevant Not very/at all relevant
- 24. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT OBJECTIVES, COMMS PLAN, ACTIVITY AND MEASUREMENT SHOLD ALL BE CO-ORDINATED DON’T RELY ON AUTOMATION & DASHBOARDS CHART PORN & DATA PUKE MAY NOT BE RELEVANT OR MEANINGFUL IMPRESSIONS, ENGAGEMENT ≠ KNOWLEDGE, AWARENESS, AFFINITY ETC SMART OBJECTIVES AND TARGETS – ADVANCED BUY IN TAKE THE TIME & EFFORT REQUIRED – DON’T TRY TO OUTSOURCE THINKING TELL A MEANINGFUL MEASUREMENT STORY Tips for success
- 25. AMEC CURRENT STATE THE PERFECT STORM? MEASUREMENT PRINCIPLES CASE STUDY IMMEDIATE CONSIDERATIONS THE GOOD NEWS FINAL THOUGHT “Make measurement a mainstream part of every PR programme and campaign. It’s not a nice to have. It’s an integral part of communications.” Alex Aiken “It’s not a nice to have. It’s an integral part of comms”
Editor's Notes
- Outlining the current state of the PR Industry How has 2020 forced the industry to evolve? What are the core measurement principles that have not changed? The new benchmarks coming to the fore: wellbeing, sustainability and hope Richard Bagnall, Chairman, AMEC, co –managing partner CARMA International
- PR must be more than a cost centre. Has to prove it generates value for the organisation. Covid has accelerated the urgency to improve communications metrics and measure in a meaningful manner.
- AMEC global survey unsurprisingly shows widespread disruption to businesses caused by Covid.
- Businesses hate uncertainty and delay
- Finance directors hope for the best but plan for the worst. All line items of cost will be under a microscope. PR must show that it is more than just a cost-centre.
- “Send out Stuff” – Alex Aiken. If you send out stuff you can confuse counting stuff with meaningful measurement. Just because it can be counted doesn’t mean that it counts.
- The time for excuses is over. I’ve heard them all. PR professionals need to lean into PR measurement and upskill or become irrelevant.
- Luckily help is at hand. AMEC, the international association for the measurement and evaluation of communications, exists to drive education and best practice of meaningful measurement globally. It provides a number of free resources.
- The Barcelona Principles. Conceived originally in 2010, they are now in their 3rd iteration. They are 7 broad statements defining what should and shouldn’t be done for a meaningful communications evaluation project.
- AVE is a meaningless metric. No academic research ever has said anything else. All references researched by Dr Tom Watson show that they have never been endorsed or shown as meaningful.
- 22 reasons to say no to advertising value equivalents as a metric. Download it at www.bit.ly/saynotoaves
- AMEC’s Integrated evaluation framework is translated into 22 languages and widely accepted as best practice on how to measure comms in a meaningful manner. It’s free for all to use and the resource centre at www.amecorg.com/amecframework provides a wealth of information that all PR practitioners can benefit from.
- AMEC’s IEF is based on process evaluation and was created by a wide group of practitioners, academics (including Prof Jim Macnamara), PR agencies and trade associations, led by Richard Bagnall of AMEC
- The PR Measurement Taxonomy is a great resource and shouldn’t be overlooked
- AMEC’s M3 – the Measurement Maturity Mapper – allows organizations to benchmark their comms evaluation program against peer groups on three dimensions, planning, reporting and links to driving organizational impacts. More here: https://m3.amecorg.com
- Measurement Maturity Mapper provides benchmark data against each criteria, and importantly recommends areas of improvement.
- CARMA has provided a free report showing best practice PR measurement in action using the heart-warming story of how Captain Sir Tom Moore set out to raise £1000 for the NHS and ended up 30 days later with £33 million. What are the 6 PR lessons that can be gleaned? The report is available to download for free at www.bit.ly/6PRInsights
- Some steps to take immediately: Understand your audience’s: Attitudes Needs Concerns Behaviour Media habits Review & consider: Monitoring & Analytics Briefs Social listening Search listening to understand what people really think and fear Owned & Earned channels Google Search /Google trends Omnibus surveys Other market research
- Iterate, be nimble. Everything has changed. Time frames included. Thigs are quickly out of date.
- Reputation matters more than ever. It must be built, defended and enhanced the hard way (David Gallagher). Many of the traditional means to promote and enhance are not available to brands in the current situation.
- Don’t fear and ignore measurement. Don’t outsource thinking. Speed up Review your report style, information and frequency Don’t just look backwards. What are the strategic insights for forward planning? Janus Don’t think automation has all the answers. AI is full of hype at the moment in PR measurement Lean in – upskill Make sure your evaluation is relevant to the organizational objectives
- Mention the rise of AI
- Link organizational objectives to your PR plan, strategy, tactics, KPIs and targets. Measurement should be considered as part of the planning process. Don’t rely on automation, dashboards and portals. You need context and meaning, not just data. Chart porn & data puke is probably not relevant or meaningful Don’t confuse big output metrics like impressions and engagement with knowledge, awareness and affinity. Make sure your objectives and your agreed TARGETS are SMART – meaningful, relevant, realistic and attainable. Spend the time on planning and measurement. Don’t just do stuff. We are the story tellers – tell a meaningful measurement story.
- Final word to Alex Aiken, head of GCS. “Make measurement a mainstream part of every PR programme and campaign. It’s not a nice to have. It’s an integral part of communications” Richard Bagnall, CARMA International. Global media monitoring, PR Measurement and communications evaluation Chair AMEC – the International Association for the measurement and evaluation of communications.