Download - Playing Defence PR Measurement Presentation
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“THE TRUTH IS THAT WE’RE PLAYING DEFENCE. WE’RE NOT
GENERATING REVENUE FOR THE BUSINESS…
THEY WANT US TO MAKE PROBLEMS GO AWAY”
DEFENCE
PLAYING
@isentia / #pria2014
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VALUE IS SUBJECTIVE
Playing Defence / @isentia / #pria2014
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AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST
THE C SUITERESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN
FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014
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AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST
THE C SUITE
PR CAN AND SHOULD BE MEASURED QUANTITATIVELY
WE’RE DISADVANTAGED WITHOUT STRONG METRICS
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014
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AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST
THE C SUITE
OTHERS SEE IT AS AN ART FORM RATHER THAN
SCIENCE
BELIEVE IT SHOULD BE MANAGED BY INTUITION
AND FEEL
PR CAN AND SHOULD BE MEASURED QUANTITATIVELY
WE’RE DISADVANTAGED WITHOUT STRONG METRICS
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014
![Page 6: Playing Defence PR Measurement Presentation](https://reader030.vdocuments.us/reader030/viewer/2022032505/55c57336bb61eb76358b45c3/html5/thumbnails/6.jpg)
AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST
THE C SUITE
SEE QUANTITATIVE MEASURES AS AN
INEFFECTIVE USE OF TIME AND MONEY
OTHERS SEE IT AS AN ART FORM RATHER THAN
SCIENCE
BELIEVE IT SHOULD BE MANAGED BY INTUITION
AND FEEL
PR CAN AND SHOULD BE MEASURED QUANTITATIVELY
WE’RE DISADVANTAGED WITHOUT STRONG METRICS
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014
![Page 7: Playing Defence PR Measurement Presentation](https://reader030.vdocuments.us/reader030/viewer/2022032505/55c57336bb61eb76358b45c3/html5/thumbnails/7.jpg)
ASK WHAT SUCCESS
LOOKS LIKE
Playing Defence / @isentia / #pria2014
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ASK WHAT SUCCESS
LOOKS LIKE
WHAT IS THE FINAL HEADLINE
OF THE PROJECT?
Playing Defence / @isentia / #pria2014
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ASK WHAT SUCCESS
LOOKS LIKE
WHAT IS THE FINAL HEADLINE
OF THE PROJECT?
WHAT ARE THE KPIs
THAT RESONATE?
Playing Defence / @isentia / #pria2014
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ASK WHAT SUCCESS
LOOKS LIKE
WHAT IS THE FINAL HEADLINE
OF THE PROJECT?
WHAT ARE THE KPIs
THAT RESONATE?
WHAT DO C LEVEL
EXECUTIVES VALUE THE
MOST?
Playing Defence / @isentia / #pria2014
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CASE STUDY:ASSUMPTIONS
JUST DON’T PLAY OUT
Playing Defence / @isentia / #pria2014
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WHILE THERE’S NO SILVER BULLET, LINKING
COMMUNICATIONS TO BUSINESS GOALS AND
REPORTING ON OUTCOMES MEANS YOU’RE ALREADY
SPEAKING IN THELANGUAGE OF THE C-SUITE
Playing Defence / @isentia / #pria2014
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WHILE THERE’S NO SILVER BULLET, LINKING
COMMUNICATIONS TO BUSINESS GOALS AND
REPORTING ON OUTCOMES MEANS YOU’RE ALREADY
SPEAKING IN THELANGUAGE OF THE C-SUITE
EVERY PART OF YOUR STRATEGY SHOULD
LINK TO THE GOALS OF THE BUSINESS.
Playing Defence / @isentia / #pria2014
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WHILE THERE’S NO SILVER BULLET, LINKING
COMMUNICATIONS TO BUSINESS GOALS AND
REPORTING ON OUTCOMES MEANS YOU’RE ALREADY
SPEAKING IN THELANGUAGE OF THE C-SUITE
IF IT DOESN’T HELP PROMOTE
BUSINESS GOALS, HAVE THE CONFIDENCE
TO SCRAP IT (THIS WINS SERIOUS POINTS
WITH THE C SUITE)
EVERY PART OF YOUR STRATEGY SHOULD
LINK TO THE GOALS OF THE BUSINESS.
Playing Defence / @isentia / #pria2014
![Page 15: Playing Defence PR Measurement Presentation](https://reader030.vdocuments.us/reader030/viewer/2022032505/55c57336bb61eb76358b45c3/html5/thumbnails/15.jpg)
WHILE THERE’S NO SILVER BULLET, LINKING
COMMUNICATIONS TO BUSINESS GOALS AND
REPORTING ON OUTCOMES MEANS YOU’RE ALREADY
SPEAKING IN THELANGUAGE OF THE C-SUITE
THIS HELPS TO POSITION PR AS AN
INVESTMENT RATHER THAN A COST CENTRE
IF IT DOESN’T HELP PROMOTE
BUSINESS GOALS, HAVE THE CONFIDENCE
TO SCRAP IT (THIS WINS SERIOUS POINTS
WITH THE C SUITE)
EVERY PART OF YOUR STRATEGY SHOULD
LINK TO THE GOALS OF THE BUSINESS.
Playing Defence / @isentia / #pria2014
![Page 16: Playing Defence PR Measurement Presentation](https://reader030.vdocuments.us/reader030/viewer/2022032505/55c57336bb61eb76358b45c3/html5/thumbnails/16.jpg)
CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE:
INTEGRATED APPROACH
TO EMPOWER CHANGE
Playing Defence / @isentia / #pria2014
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CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE:
INTEGRATED APPROACH
TO EMPOWER CHANGE
MEDIA ANALYSIS EMPOWERED THEM TO
MAKE CHANGES TO THEIR MEDIA TEAM
FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND
DIGITAL CONTENT RATHER THAN
TRADITIONAL PRESS RELEASES
Playing Defence / @isentia / #pria2014
![Page 18: Playing Defence PR Measurement Presentation](https://reader030.vdocuments.us/reader030/viewer/2022032505/55c57336bb61eb76358b45c3/html5/thumbnails/18.jpg)
CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE:
INTEGRATED APPROACH
TO EMPOWER CHANGE
MEDIA ANALYSIS EMPOWERED THEM TO
MAKE CHANGES TO THEIR MEDIA TEAM
FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND
DIGITAL CONTENT RATHER THAN
TRADITIONAL PRESS RELEASES
MARKET RESEARCH AND QUALITATIVE
ANALYSIS SHOWED A SIGNIFICANT IMPROVEMENT
IN PUBLIC PERCEPTION OF AUSTRALIAN
PARALYMPIC ATHLETES
Playing Defence / @isentia / #pria2014
![Page 19: Playing Defence PR Measurement Presentation](https://reader030.vdocuments.us/reader030/viewer/2022032505/55c57336bb61eb76358b45c3/html5/thumbnails/19.jpg)
CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE:
INTEGRATED APPROACH
TO EMPOWER CHANGE
MEDIA ANALYSIS EMPOWERED THEM TO
MAKE CHANGES TO THEIR MEDIA TEAM
FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND
DIGITAL CONTENT RATHER THAN
TRADITIONAL PRESS RELEASES
MARKET RESEARCH AND QUALITATIVE
ANALYSIS SHOWED A SIGNIFICANT IMPROVEMENT
IN PUBLIC PERCEPTION OF AUSTRALIAN
PARALYMPIC ATHLETES
QUANTITATIVE MEASURES DEMONSTRATED
VALUE TO SPONSORS AND POTENTIAL SPONSORS
Playing Defence / @isentia / #pria2014
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@isentia / #pria2014