pr pays: connecting media coverage to business objectives · 2017-11-30 · influencers generate...

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PR Pays: Connecting Media Coverage to Business Objectives

PRESENTED BY KATIE DELAHAYE PAINE

BULLDOGREPORTER.COM@TWITTER HANDLE 2

A Typical Day in Communications

Because the boss says so

47%

Because some one thought it

was a good idea 37%

Because its cool11%

Because it helps our mission

/bottom-line5%

Requests


Data is the language of management

0% 20% 40% 60% 80% 100%

TAC

Manuscript

One Source

HAL

Positive Messages No Messages Negative Messages

$0.00 $0.50 $1.00 $1.50 $2.00 $2.50

TAC

Manuscript

One Source

HAL

Cost per message communicated

3

Tactics:PartyPress EventPress Tour with trade & business media Release distribution

Percent of impressions containing key messages


Step 1: Define Your Champagne Moment

• What return is expected? • Define in terms of the business

goals or mission• Define your champagne moment

• If you are celebrating complete 100% success a year from now, what is different about the organization?

4


Definitions of “Success”

• What’s the path?

The “Spark” – top tier media coverage

Quality media coverage conveys messages

Influencers generate understanding/awareness

Communications increases engagement

Engagement increases revenue and revenue advances goals

5

• Relevant business metrics

• Relevant communications metrics

• Customer retention rate• New customer acquisition costs • Cost to close a sale • Profit• Efficiency

• Increase in goal conversions for Comms campaigns

• Pre/post increase in awareness• Increase in desirable Share of Voice • Decrease in undesirable Share of Voice• Increase in preference/consideration for the

brand

Step 2: Agree on Acceptable Proxies


Step 3: Define Your Kick Butt Index

• What does your perfect story include?

• What is your worst nightmare? • What does an engaged

customer/prospect do? • What does an engaged employee do? • What constitutes “quality” content? • What is an influencer? • What thoughts do you want to lead?

7

We need a thought

leadership program !

We need to focus on key influencers!

We need better media

coverage!

We need to increase

engagement!

Our content needs to

be better!


Procter & Gamble 8

Purchase

Desirable Photo

Recommendation

Brand Benefit


What IS a “good article”?9

Desirable Criteria Score Undesirable Criteria Score

Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose

1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose

1

Contains one or more positive messages 1.5 Contains one or more negative

messages 2

Event/Program is mentioned 1 No Event/Program is mentioned 0

Dispels a myth 2 Perpetuates a myth 2

Positive headline 2 Negative headline 2

Third-party endorsement 1 Recommends competition 1

Contains desirable visual 1.5 Contains undesirable visual 2

Total Score 10 Total Score -10


What does an engaged customer/prospect do?

Metric Weighting

Complete a goal (Google Analytics) ?

Signs up for email ?

Attends an event ?

Positively Comments ?

Watches more than 50% of videos ?

Total 10

What your communications plan might look like:

11

Business Goals Communications Goal Growing market share Improve The Company’s reputation

Enhancing The Company’s reputation by getting customers and employees to advocate on The Company’s behalf

Risk and cost avoidance Mitigate or avoid image crises. We receive increased positive comments from customers and public Increase recognition for The Company’s impact on society All crises are handled with minimum publicity

Increase sales of The Company’s products

Increased awareness of and preference for The Company’s products

What your measurement plan might look like:

12

Communications Goal MetricEnhancing The Company’s reputation by getting customers and employees to advocate on The Company’s behalf

% increase in share of desirable social and traditional media conversations. % increase in customer engagement in social and digital media % increase in employee advocacy % increase in awareness of The Company’s positive impact on society

Mitigate or avoid image crises. % reduction in share of negative or undesirable voice in traditional and social media % increase in positive customer comments% decrease in average length of media crisis visibility

Increased awareness of and preference for The Company’s products

% increase in recommendations for The Company’s products % increase in desirable conversation in social media about The Company’s products % increase in customer awareness and preference for The Company’s products


B2B Company 13

Grow the marketable

universe (sales leads)

3rd Party Recommendation

Key message

Spokesperson quote

Desirable positioning


Sample Measurement Framework for a B2B Company

Goal Metric Benchmark

Thought leadership quotes % of coverage that contains spokesperson quote

Greater than 10%

Share of quotes Greater than 20%

Key Message Communications % of coverage that contains one or more key messages

20% of all items contain one or more key messages

Mitigate negative coverage Lowest share of negative coverage

Less than 20% share

Generate positive coverage Highest share of positive coverage

Greater than 20% share

Generate visibility in key media Share of high visibility, dominant items

Greater than 20% share


Sample Quality Score for a B2B companyDesirable Criteria Score Undesirable Criteria Score

Appears in Top Tier Media 2 Negative in top tier -2

Customer/analyst recommendation 1.5Negative positioning by an analyst or customer -1.5

Desirable headline 0.5 Negative headline -.5Spokesperson quoted 1 Competitor quoted -1

Leaves reader more likely to consider 2Leaves reader less likely to consider -2

Positioned as a thought leader 2Mispositioned, positioned as a dinosaur -2

Total 10 -10


Acceptable Proxies for a University 16

Increase revenue thru

more registered students

Applications

Higher search ranking

High quality coverage

Call to action or recommendation


Typical Plan for a University

Communication Goal

Increase SEO ranking for Business Program

Increase positioning as a “thought leader”

17

Action

Use PR SEO to increase visibility and engagement

Increase use of University experts as

spokespeople

Outcome Metric

% increase in applications and registrations

% increase in applications and registrations

Activity Metric

% increase qualified reach and engagement

Increase share of desirable voice

Increase share of quotes

www.PainePublishing.com

http://www.painepublishing.com/


Sample Quality Score for a University



Expert quoted 1Negative positioning by an influencer -1

Desirable headline 1 Negative headline -1Desirable visual 1 Undesirable Visual -1

Leaves reader more likely to apply 3Leaves reader less likely to consider -3


Total 10 -10


Acceptable Proxies for a Non-Profit 19

Increase revenue by increasing number of

volunteers and donors

Increase in traffic to “Thank You” pages

Increase dissemination of key messages

Increase in Desirable Photo

Call to action or recommendation


Typical Plan for a Non Profit

Goal

Move volunteers along the path to sustaining donors

Increase membership

20

Action

Create an ambassador

program

New website & newsletter

Outcome Metric

% increase in sustaining donors as measured by donor base list

% increase in membership as measured by Thank You page

views

Activity Metric

% increase in brand ambassadors

Volume of activity

Increase in % of members reading/using sites




Sample Quality Score for a Non-Profit



Expert quoted 1Negative positioning by an influencer -1

Desirable headline 1 Negative headline -1Desirable visual 1 Undesirable Visual -1

Leaves reader more likely to volunteer support or donate 3

Leaves reader less likely to volunteer, support or donate -3


Total 10 -10

22@TWITTER HANDLE BULLDOGREPORTER.COM 22

Step 4: It’s All about Good Data

The data you need is determined by the goals you’ve set. What outcomes are you

expected to deliver? Do you have relevant data? Do you have sufficient data? Do you have accurate data? A tool to get the right data

https://amecorg.com/amecframework/framework/interactive-framework/

23@TWITTER HANDLE BULLDOGREPORTER.COM 23

Matching data needs to measurement method

ObjectiveIncrease inquiries,

web traffic, recruitment

Increase Preference

Communicate messages

KPI

% increase in traffic#s of clickthrus or downloads

% of audience understanding your messages

Total opportunities to see key messagesCost per opportunity to see key messages

Tool

Web Analytics: Google Analytics

Survey: Survata, Qualtrics, SurveyMonkey

Media content analysis, Survey Research




Step 5: Use Metrics to Sell Your Story

• Rank order results from worst to best

• A/B test everything then, cut the budgets of the “worst” performing things

• Ask “So What?” at least three times

• Compare to last month, last quarter, 13-month average

24


Analyzing competitive announcements relative to stock price

• Desirable coverage increased an average of 20-30% as a result of deal announcements

0

20

40

60

80

100

120

12/2

9/20

14

12/3

0/20

14

12/3

1/20

14

1/1/

2015

1/2/

2015

1/3/

2015

1/4/

2015

1/5/

2015

1/6/

2015

1/7/

2015

1/8/

2015

1/9/

2015

1/10

/201

5

1/11

/201

5

1/12

/201

5

Amgen-Kite Coverage Pre/Post Deal

05

1015202530354045

1/6/

2014

1/7/

2014

1/8/

2014

1/9/

2014

1/10

/201

4

1/11

/201

4

1/12

/201

4

1/13

/201

4

1/14

/201

4

1/15

/201

4

1/16

/201

4

1/17

/201

4

1/18

/201

4

1/19

/201

4

1/20

/201

4

BMS-CytomX Coverage Pre/Post Deal

0

5

10

15

20

25

30

35

40

Janssen-Aduro Coverage Pre/Post Deal

0

50

100

150

200

250

300

JJ-Alios Coverage Pre/Post Deal

0

20

40

60

80

100

120

140

160

7/8/

2014

7/9/

2014

7/10

/201

4

7/11

/201

4

7/12

/201

4

7/13

/201

4

7/14

/201

4

7/15

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7/16

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7/17

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4

7/18

/201

4

7/19

/201

4

7/20

/201

4

7/21

/201

4

7/22

/201

4

Novartis-BAI Coverage Pre/Post Deal

0

5

10

15

20

25

Roche-20/20Healtcare Coverage Pre/Post Deal

05

10152025303540

1/27

/201

4

1/28

/201

4

1/29

/201

4

1/30

/201

4

1/31

/201

4

2/1/

2014

2/2/

2014

2/3/

2014

2/4/

2014

2/5/

2014

2/6/

2014

2/7/

2014

2/8/

2014

2/9/

2014

2/10

/201

4

Merck-Ablynx Coverage Pre/Post Deal

3


More spokespeople would translate into better coverage

• A Pearson correlation addressed the relationship between the number of quotes and the volume of desirable coverage.

• The number of quotes and the volume of desirable coverage are positively related

• GT could potentially increase its share of desirable coverage by building relationships between individual subject matter experts and key reporters

26

27@TWITTER HANDLE BULLDOGREPORTER.COM

Remember se Points

It’s not about the media, it’s about the business and your stakeholders

1

It’s not about big data, but about how you use it.2

It’s not about reach, it’s about impact 3

Thank you.Questions? Visit Paine Publishing online: www.PainePublishing.comFor any questions, email me: [email protected] me on Twitter: @queenofmetricsFollow Paine Publishing on FacebookOr call me: +01-603-682-0735

@queenofmetricswww.painepublishing.com

https://twitter.com/queenofmetrics

https://www.facebook.com/PainePublishing

@TWITTER HANDLE 29BULLDOGREPORTER.COM

Agility PR Solutions provides media database, monitoring and analytics solutions to simplify the communications lifecycle. Since 2003, clients have trusted our tools and services to help them identify influencers, amplify messages, monitor coverage and measure results. Agility PR Solutions, a subsidiary of Innodata (NASDAQ: INOD), is dedicated to delighting every client - and we have the highest retention rates in the industry to prove it.

Visit www.agilitypr.com to find out more.

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