Measuring cross-media PR

PR will be effective when PR practitioners will know how to measure and report their results

#dankhelm had more than 7,2m views

on Twitter, 3.700 tweets and topped the German rankings.

All this was followed by a media success. More than 1.000 reports worldwide.

Media attention reached

2.3bn online

2.7m print

2.6m radio

1.6m tv

The campaign was picked up in 14 countries. The „House of German History“ has requested a poster as a document of contemporary history.

The campaign has caused a lively debate on the subject of bike helmets.

A new campaign phase is now being planned.

Several thousand children will now receive new helmets!

Can you come up with better objectives and measurement?

3 easy rules:

+1

Stay away from AVEs!

The Barcelona Principles

How does look like?

Control mutuality

Trust

Satisfaction

Commitment

Exchange relationship

Communal relationship

Our communication objective was to make potential travellers from our key visitor markets aware of Chengdu’s natural resources, as measured by awareness and related media coverage.

To complicate these challenges, prevailing Western media attitudes persist towards an increasingly powerful China, so Chengdu’s story needed to be told by trusted third-party influencers in traditional and social media – not the Chinese government.

http://amecorg.com/case-studies/information-office-of-peoples-government-of-chengdu-municipality/

Measuring cross-media PR

• identify the role each channel plays

• assign KPIs (and establish parameters and benchmarks accordingly - your metrics are hidden here!)

• remember conversions funnels (and qualitative and quantitative research methods)

http://directsmile.com/restimg2/force/cvp/template/30/DirectSmile/w520/Wolke.pdf

Beyond social media

Reference frameworks

success

http://mediaratingcouncil.org/MRC%20Social%20Measurement%20Guidelines%20v1.0%20Final.pdf

http://www.instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf

http://smmstandards.wix.com/smmstandards#!view-the-standards/c21kz

http://www.social-media-measurement-framework.org/

http://www.instituteforpr.org/wp-content/uploads/Guidelines_Measuring_Relationships.pdf

http://www.communicationcontrolling.de/en/knowledge/levels-of-impact-and-evaluation.html

http://amecorg.com/amecframework/

http://mediaratingcouncil.org/MRC%20Social%20Measurement%20Guidelines%20v1.0%20Final.pdf

http://painepublishing.com/

http://www.slideshare.net/kdpaine1/social-media-metrics-simplified

http://www.instituteforpr.org/wp-content/uploads/2002_AssessingRelations.pdf

Can you come up with better objectives and measurement?

Prof Dr Ana Adi

@ana_adi | www.anaadi.net