Webinar – Stop Doing Stupid Stuff: Using PR Measurement to Make Better Decisions

We teamed up with Bulldog Reporter and guest presenter, Katie Paine, for an in-depth look at the state of measurement in the PR industry. In this webinar, Katie Paine, the Queen of Measurement, shares her PR measurement experience and the 6 Steps to Success with PR Measurement.

In this on-demand webinar, you’ll learn how to: connect the dots between your daily activities and business outcomes, develop customized metrics that reflect your value and contribution to business results, define benchmarks against which to judge performance, and extract insight from your data.


Webinar Transcript:

welcome to bulldog reporters webinar
series industry insights today’s event
is a great and important one it’s titled
stop doing stupid stuff using PR
measurements to make better decisions
thanks everybody for your patience and
for those of you who got sent over a
little early thanks for hanging in there
we apologize for that I am Richard
careful editor of bulldog reporter in
the daily dog one of the web’s leading
sources of PR and marketing
communications news views and thought
leadership we will be announcing a site
relaunch soon but for now you can find
us at bulldog reporter calm and sign up
to receive the daily dog there for free
we are very excited to have today’s
guest presenter a member of the pr
industry elite the queen of measurement
herself katie delahaye pain thanks for
being with us today katie
katie is out there she’ll be joining us
just in a moment must be some audio
issues all right oh dude he didn’t
couldn’t get to the new button I’m
thrilled to be here it’s really it’s
great to be working with you again and
happy to be here and happy to see so
many people interested measurements
absolutely wonderful to have you katie
is the founder of katie pain and
partners incorporated as well as the
delahaye group and pain publishing she
is also a senior fellow an advisory
board member of the Society for new
communications research and initial
founder of the Institute for Public
Relations measurement commission and a
regular contributor to various
publications including communications
world PR week business marketing and new
hampshire magazine all right we’re going
to get started here in just a moment but
let me first tell you that katie will be
responding to your questions following
her presentation today so if you have
one for her at any point you can just
click on the Q&A; tab at the top right
corner of your screen type in your
inquiry there and send it to us we’re
going to hold all the Q&A; until after
katie is finished with your formal
presentation we will try to get to
everyone’s questions so be sure to get
yours in the queue all right in without
further ado let’s get started with
today’s presentation and learn how we
can stop doing stupid stuff when it
comes to PR measurements here is Katie
pain great thank you so much it’s happy
to be here just thought I’d explain a
little bit of all those companies that i
started this is the one that I really
wanted to be doing which is basically
educating and consulting about
measurements so we have a variety of
different things going on over here at
pain publishing from training and
education to designing specific
dashboards for specific conditions so
and a lot of those will be talking about
later on so we have a newsletter as well
so here is what happens right mostly you
guys are all out there and a bunch of
requests come in and there’s generally
for different reasons why you do things
one is because the boss tells you to one
is somebody thought it was a really good
maybe it’s because it’s cool but very
seldom does anybody States take a big
step backwards and say okay I’m spending
resources on this project and it’s going
to help our mission or organization or
our goals in this specific way and what
I’m trying to do today is to help you do
more of that the stuff that really helps
the mission and less of the cool stuff
or just some of these good idea the big
reason for this today is that there’s so
many new things going on and there are
so few boundaries between them it used
to be that you had your your PR
department over here and maybe your
email and marketing department somewhere
else and you’re paid advertising
somewhere else while it doesn’t work
that way anymore basically there is no
boundary between social and traditional
because it’s for example you’re you know
like my travel clients and there’s a you
know guy who might be writing for The
New York Times he’s also got his own
blog his own Facebook patient’s own
twitter handle that is that make of a
social media contact or a traditional
media contact it doesn’t matter he’s
influential right people are getting
their news from social media as much as
they are from traditional media these
days so what does that make the New York
Times Facebook page digital and social
has merged as well in terms of social
being measured by some of the same
things that are being measured in
digital frequently now the social media
department has moved over under digital
marketing marketing and communications
there’s a ground swell now to merge the
two to stop these basically silly
boundaries between marketing and
communications since they’re frequently
overlapping these days and there’s a
wonderful study out by the Society for
new communications research in the
conference board that talks about how
much more efficient and effective
departments are when they’re organized
with a unified marketing and
communications team people have realized
that internal employees internal
ambassadors are
your spokes people out there so
frequently now you’re seeing internal
merged into external or at least under
the same boss or under the same
department corporate social
responsibility and PR are are basically
merging because you really can’t have
one without the other if you mess up
your CSR your PR departments can spend a
week cleaning at the mess and vice versa
issues management public affairs all
those things there really is all down to
communications and one sort or another
so what you’re really seeing here is
you’ve got a universe of people who are
influential and likely to buy your
product or have an impact on your
success and there’s everybody else and
that leads to a whole bunch of change
one is what you don’t want to be
measuring is as the cartoon on the Left
says you know cat adoption numbers
tankless who cares the important thing
our YouTube views are way up well that’s
not what you’re in the business of doing
you know who’s mommy’s little Fuzzle
money who increase revenue 22% when you
put the cat picture on the donation page
what you really want to be doing is
measuring the contribution to revenue or
the success of your company and that’s
what we’ll be talking about so the
biggest sort of reality here is that the
things that we always use to measure by
are no longer effective it started out
with some reasonable amount of sense
where do counted eyeballs because the
New York Times had a 1.9 million dollar
1.9 million subscribers it was audited
once a year by an auditing Bureau and
you can reliably look and find out from
the New York Times or vacanze or girls
or whoever how many women how many men
their ages all of those things and it
was relatively easy when we all went to
the online world and all of your news
started showing up online they kind of
the powers to be and I was there when it
started was that they don’t well click
is sort of the same as a subscriber well
we all know it’s not now we just have
them I refer to
hits online is how idiots tracks success
because basically you took a model that
was based in paid subscriptions or even
audit in subscription on merging what
they were afraid and try to apply it
into a world where there were no longer
any limits on space and so you know the
old concept of counting column inches
who cares when you’ve got unlimited
amounts of space until bits and bytes so
then you go to social media and you know
everybody’s like so excited because you
can actually have tangible evidence that
somebody did something until I’m just
being that note is everybody I hope can
hear me the tangible evidence in the
form of likes and loves and you know
Twitter followers all the stuff which is
great except for the fact that then
those numbers started to explode and
partly again because of because of spam
bots and you know Russians and moldovans
and whoever else is out there pushing
clickbait out at you so now those
numbers are getting ridiculous so my
attitude towards impressions are that
they’re basically like spurned there’s
lots of them and very few of them do
what you want them to do which is how
come we’re only going to count the
things that actually are doing something
for you and that does not necessarily
include impressions on it all started
all of this push towards goals and and
getting rid of some of the silly numbers
that they started with something called
a Barcelona principles and if you’ve
heard about them you can you know go
take a nap right now but Barcelona
principles were started now 11 years am
sorry not five or six years ago in
Barcelona where public relations Society
of America and international
communications group international PR
firms as well as about a hundred
different media monitoring companies and
a whole bunch of agencies all got
together and said these are the
principles by which good measurement of
public relations should happen and as
you can see they
goal setting and measurement are
fundamental to communications outcomes
measuring outcomes is recommended over
outputs or activities the effect on
organizational effective PR on
organizational performance candidates
should be measured that measurement
evaluation requires both qualitative and
quantitative measures methods that add
value equivalency earned media value is
not the value of communications and that
was the most controversial one that’s
the one that everybody sort of took
notice of but in fact what the
principles really did is outlined that
you really need to be measuring against
goals and social media can and should be
measured and the measurement should be
transparent and consistent invalid and
what that means is we’ll talk a little
bit about measuring using indexes and
stuff like that but these some of these
algorithms where you don’t know how
comes something is you know counted as
an engagement or how some outcomes
something is counted as influence are
really in violation of these principles
now there’s been a lot of criticism the
principles that they don’t provide a
prescriptive solution but think of them
as the Declaration of Independence right
it’s not the Bill of Rights it’s not the
Constitution it doesn’t spell out how
we’re going to do all this stuff it
basically says these are the principles
by which we will be guided so the basic
premise basic point of all of those
principles is who you have to go from
what happened to the snow what and now
what in other words what is the what is
the context of what you’ve done and the
metrics which are bringing out there and
more importantly what are you going to
do about it to make it better next time
and I use this graph a lot because it’s
basically this is a client of mine who
has created in his web analytics
Department is web analytics program a
revenue number for PR based on tagging
every single press release that they put
out there and it’s not perfect it’s not
every single article out there
but every single press release if
somebody comes to the website from that
press release and buy something and this
is a non-profit educational organization
its association so they’re constantly
selling training courses and white
papers and things like that and so what
we’re showing them on a regular basis on
their dashboard is total revenue versus
media quality and I’ll talk about their
media quality score but what we were
trying to do with this chart was to say
it’s not about the volume of clips it’s
about the quality of the coverage and as
you can see up here in this in the top
part this is just one of a variety of
charts that we show them where we show
the integration between industry
leadership and total revenue engagement
in total revenue and we have a bunch of
different definitions around brand
awareness so this is really where
measurement and the these smart you know
smart metrics that we’re talking about
lead to enables you to make very
specific decisions daddy again through
there’s six basic steps and as the
measurement as the Barcelona principal
said you get it all starts for the goal
you have to specific it very specific
about the goal what are you intended to
the way I ask this question when I’m
doing workshops and you know first of
all what is the more you’ll hire to do
what’s the purpose of this engagement
then then what are the expectations one
of the stakeholders what are all the
other things you need to know about
before you can start measuring what are
you going to compare your results to
I’ll go through all of these but then
then you define the metrics then you
select the tool and then you analyze the
data and do it all over again the point
of this list here however is that the
tools are the second the last thing you
should be even thinking about because
too many people go into this process and
try and work metrics drive or extract
metrics out of a tool that doesn’t do
what and does it measure what they need
to measure so how do you get there you
basically I basically say what’s your
champagne moment right if your boss
comes in
desk and drop the case of champagne on
your desk saying congratulations you
large see that our expectations and what
is different in your organization what
have you helped to change they’ve got to
define that champagne moment up front
before you can even start to measure
anything and you have to understand what
what management’s expectations are who
are the priority audiences and you know
who are you really trying to reach and
once you define the target audiences are
the stakeholders you’re trying to try to
reach you’ve got to know who wants who
or what influences their decisions
what’s important to them and what makes
them act and then once you figure all
that stuff that you still have to have a
realistic budget and I’ve got some chips
for measuring cheap but you know if
somebody says my goal is to raise
awareness of an understanding of what it
is we do in the world that has to be a
serving that’s not the surveys do that
expensive these days but you can’t sort
of measure for nothing when the goal is
I need to know my reputation among 14
countries around the world so realistic
budget is are incredibly important on so
the start of this process is basically
mapping out the path from what you do
every day and I’m making it this is just
an example but if you work every day to
try and get top to your placement
somewhere how does the top to your
placement sell stuff right how does it
how does it increase revenue how does it
get people on your side of your
nonprofit as it turned people from from
you know a one-story into an advocate or
a volunteer or a donor and this is a
conversation I’ve these are purely
suggestions because the most important
thing is to have this conversation with
your boss and I dealing your boss’s boss
what do they think is the path from I’ve
got a you know great placement here to
somehow I’ve either you know gotten
leads or I’ve gotten more revenue or
something has happened and you know
maybe it’s not every single placement is
going to do that maybe you’ve got to
define what quality means because
obviously not everything that you know
is written about united airlines is
going to bring them in revenue these
days and maybe what you’re really trying
to do is reach out to influencers who
help people understand what it is you do
and maybe that then increases engagement
and engagement leads to revving I don’t
know what the steps are in all of your
organization but this is the first
conversation you have to have and you
have to have something to compare your
results to write so ideally what
everybody does is test performance over
time I did better this month and last
month what you really should be looking
at is 13 months of coverage so it’s not
just this month the last month but it’s
this April the let to April 2016 because
that’s going to give you a sense of what
really has changed but ideally you would
look at peers or competitors ideally no
more than about three but whatever keeps
the boss up at night that they worry
about it and what does the board worry
about that’s what you should be
measuring yourself against that’s what
you should be using as a benchmark
oh okay here we go um so then the next
step is what i call the kick butt index
and I call it the kick butt index
because how many of you have heard the
phrase Dan that we’re getting our butts
kicked do something about it or perhaps
congratulations you’re really kicking
butt you know this is great and what we
don’t do is stop and say time out boss
boss’s boss vp whoever you are what do
you mean by kicking butt what does that
mean and you have to have very specific
definitions because whatever you decide
is that kicked our index that that
absolute thing that your boss expects
you to accomplish but you’re going to be
measured by you got to choose it
carefully because you become what you
measure right so if your if your goal is
instant is to generate you know quality
leans then your goal is not to get press
coverage unless it generates quality
leads you’re going to do more of this so
if you’re being measured on and the
classic example was it was working with
a company in Europe and his big their
big thing was of positioning messages
right so they were relatively new that a
new project they’re very specific
messages that they wanted to get across
but all the market places where they
were doing business they called all the
agencies and and I was there gave the
presentation said these are the metrics
by which you are going to be measured
the percentage of coverage that contains
one or more key messages here the key
messages here’s what we’re being
measured on six months later they came
back every single one of them had not
only doubled their key message
communications but those that had
doubled and tripled it had also
increased market share so just by saying
I’m measuring message communications
they had they convinced their agencies
to be five different agencies all over
Europe to be much more
but they’d also help increase market
share by focusing in on what really
matters so you’re your perfect kick butt
index has to be action one other words
you have to be able to do something
about it more importantly it’s got to be
there when you need it if your kick butt
index is increase awareness and
preference of my brand and you only do
awareness and preference studies once
every two years I hope you’re only
setting budgets once every two years
because that is often this you’re going
to have data and if you need data to
make decisions once a quarter once twice
a year once a year whenever you’re doing
your strategic planning it you have to
have fresh data because it’s like bread
it doesn’t get any better lying around
so it should also help you continue to
improve your process and know and help
you know whether you’re getting closer
to the goal so the way this works that
have been practiced and I offer this as
a template which is this is probably too
many goals but if your goals are things
like if it’s in the communications the
big picture communications goal or
things like increase the marketable
universe or reposition the company or
increase market share or produce threats
the next thing you’re going to do is say
okay what are the objectives what are
the specific communications objectives
that we are are going to measure against
such as advanced arkham position I’m
keen condemning battles or increase
consideration preference these are
typical objectives for each one of those
you probably have some kind of
communications activity that needs to be
measured right so maybe it’s you’re
putting them to just out there maybe
it’s a rapid response to reputational
threats generate endorsements whatever
those actions are that you’re taking you
set up then a set of communications
activity metrics
that are very very tangible like percent
increase in the percentage of earned
media coverage that contains the key
passage or percent increase in desirable
sharer voice these are indicators that
you’re moving towards the goal right so
increase in engagement or increase
production and cost per message
communicated whatever the the activities
are that your measurement does not stop
there you have to go on and say okay the
goal is to increase the marketable
universe right your outcome metric is
increasing the marketable universe if
your goal is repositioning the company
your your metric is going to be
increased perception of the company as a
leader in the field if its market share
is a goal then you’re going to have to
be measuring market share and if it’s
reducing threats than your goal is
reducing share of undesirable coverage
whatever your goals are also have to
have outcome metrics that reflect those
specific goals so I mentioned the
quality score before and this is where
basically this is just a way to simplify
things in my book so many people say you
know I want good coverage or I want the
new york times or i want this or I want
that and nobody bothers to say what is a
good article what does high quality good
coverage look like so I typically work
with PR chains to define very
specifically awaited what I call a
weighted index score awaited quality
score so you have a discussion right so
if a positive article says leave the
reader more likely to purchase your work
for invest unless likely to oppose
that’s good right so that lets say that
gets a one but it’s more important to
get our messages out because that’s the
goal then maybe that would be weighted
us free maybe you’ve got specific
programs or events you’re pushing out
there so maybe the mention of those
would be a two or a positive headline
would be a 2 as opposed to you know
positive headline waiting more than a
just a positive story all of these are
based on
internal discussions about what makes
the stakeholder act and this theory came
from Procter & Gamble that years ago
when we were doing their international
measurement and I was presenting to a
marketing guy and I said you know in
fact you you increase your coverage by
you know twenty percent and it you know
this is a definition of positive that
leaves more people likely Papa blah and
these are the number of endorsed since
you got and these the number of visuals
you got and he said you can tell me that
that’s again it is well then I can tell
you how many bottles of shampoo I’m
going to sell because my model says that
if I expose you know ten million women
between the ages of 18 and 35 to an
endorsement a desirable visual and a key
benefit I know hit from historic data
that i have for marketing that i will
sell 10,000 cases of shampoo so he was
able to then take our PR measures and
project how many cases of shampoo and
there’s a very real so anyway so then
they’d also but to be fair because it
certain median you don’t control it you
also have to take into account the
undesirable piece right so um you know
does it leave people less likely to buy
your product does it contain the
opposite of your key message is the
headline negative does it recommend
somebody else or say stay away or just
to contain an undesirable visual and the
very real story which agility PR is very
much involved in was I was up in Canada
talking to the head of marketing the
head of research up there and I said so
what is the role of PR in all of this
myth and he said I’m basically they had
a marketing next model that took into
account all the advertising and all the
various assorted communications paid
communications outreach but none of the
urn meeting of social so I said well
what do you expect to you are in social
to do and it’s a no well it’s the spark
nobody would
you know consider visiting canada if
they didn’t have read something or
somehow get a nudge to start thinking
about it as well you know not all sparks
are created equal here what does it take
and he said well we know from our our
marketing research that what stops
people from coming to Canada is Miss
right there’s a perpetual meant that
Canada’s covered with snow 24 12 months
a year and populated entirely by moose
and hockey glares and so for them
dispelling a myth by having pictures of
people on a beach and pictures of people
doing you know wonderful food things and
wonderful other things were specific
triggers that he knew would be the right
kind of spark to have them at least
consider visiting canada and so we wrote
all that stuff out and agility PRS for
doing it and i believe it’s a it’s going
to be a case study soon but the point is
is the think that they were able to
measure the quality of their PR and have
that data fed into the marketing next
model so there’s now a value attributed
to PR so that’s the advantage of having
one number biggest izle i use 10 + 10 +
minus 10 just because it makes the math
easier and if you think about it you
know what’s your perfect 10 story and
what’s your worst nightmare it evolves
from from that there’s nothing magical
about the number 10 but it just you make
it you wait d various criteria here
based on what’s going to move your
customers or your prospects to act and
of course you can do a similar exercise
with with social engagement if you want
and say basically what does an engaged
customer or prospect look like and I’m
going back to here for just a second so
you say okay desirable engagement is
maybe a maybe a like is only a point
five but a desirable comment is a one or
share or creating content as a two or
three and again you go through the
exercise of what’s important to your
organization I can’t stress this enough
there is no one number you have to have
this customized around your customer
base and what it takes to get them to
act so then this there’s so much
discussion about tools basically I was
at a conference last week and hall and
it all anybody wanted to talk about was
what’s the best dashboard tool and
what’s the best this 70 episode and in
reality is as I said before tools are
the second the last thing you want to
worry about and there’s really you’re
going to need three of them right it is
not enough to simply have a media
monitoring tool or a media measurement
tool because if you really want to
understand the force that the impact of
PR has on other things you need some
form of content analysis to understand
whether it’s desirable coverage or not
you need to have survey research to
understand whether your perceptions are
improving and you’re probably going to
want web analytics especially google
analytics because it’s free and it’s an
easy way to track activity and to do
correlations you need two out of three
but then ultimately this is as I said
stop doing the stupid stuff it is all
about making decisions so the first
thing you’re going to do when you get
your results and whatever you decided is
your your measured success first thing
you’re going to do is ranked everything
from worst to best you probably know
what’s best right you you’ve already had
the kudos and everything else what you
want to know is what’s not working
because you’re going to learn a whole
lot more from that when you are from
just highlighting your success and then
you’re going to stop doing the worst
performing things or you’re going to
fund them better so they perform better
but you know if you’ve got things that
aren’t working what you want to know is
how to get them better and the way to do
that is keep asking
one when you have data in front of you
you can say huh what does this mean what
can I do if you are not comfortable of
data and I know there’s a tremendous
number of people in PR and
communications who are very
uncomfortable with NASA data bake a
bunch of cookies take them in to either
your marketing analytics Department if
you have one your research department
your finance department there are lots
of people in there who live day in and
day out in Excel they live with
correlations they live with pivot tables
they live with all the things that make
measurement easy so if you don’t want to
do it yourself chances are there’s
somebody in your organization that can
do it for you pretty easily and as I
said before look at things over a long
period of time ideally 13 months so that
you can you can really see the trends no
pie charts allowed not because they
don’t really tell you trends and they
really don’t tell you what’s going on so
this is how my whole career emotion that
started I was at Lotus and arguing with
a product manager who really wanted to
have a big party and you said you know
can’t we have a party just like the one
we had last week the shrimp are great
and as well yeah that cost 350 thousand
dollars and you’re welcome to do it but
can I show you the results as of the
goal of all these four events that we
have done in the last six months Reds
one was event plus a press tour one was
a targeted press tour was nothing but
experts one was this huge event down and
one was a national press tour and I said
the goal was to get key messages out
there so if I took the cost of each one
of these launches and divided by the
number of messages communicated can I
just point out the one we had last week
because about two dollars and
twenty-five cents per message
communicated and oh by the way the one
that we did was target across work that
was like 25 cents tell mr. product
marketing manager what would you rather
do and he said well I’ll go your way and
that was the first time I’d ever heard
those words
tekken in my job as a PR marketing
manager so i decided that was a pretty
good way of doing things and whether
good so what was an argument we were
having the communications person for our
client here new really just had this
thinking feeling that that all the press
coverage that they were getting for
their stand on the amethyst initiative
which was an initiative by a bunch of
college president to lower the drinking
age and mad was very much against it and
very vocal about it and really
advocating against it and they were
getting a tremendous amount of coverage
so at the end of the year when we
correlated that coverage to donations
what we found was that there was a
negative correlation that the more
attention they focused on lowering the
drinking age for more donations dried up
and the more we focused stay focused on
victims support donations went up and
they had been focusing on the wrong
things so again what we did here was
just quarterly coverage with duration
coverage and exposure with donations and
found the negative correlation my
favorite recent event was Atlantic to
the Alliance where we went in there and
Atlantic City was not getting some great
press but it had this bag of marketing
organization called the Atlantic City
Alliance and they were doing really fun
things like free concerts on the beach
with Blake Shelton and and all kinds of
fun people and fireworks and wine
tastings and beer fests and all the rest
of stuff and use the other things were
costing a lot of money and so they were
always under fire and so we show them
this chart which was we look at the
quality coverage the green line is what
it actually was the red line is what it
would have been without any if we took
out all of the ACA related
all of our clients related in our client
generated coverage their cover their
score would have been significantly
lower and basically we were able to say
that because of their efforts coverage
was less negative more positive more
likely to come the key messages and when
we actually the best one more business
accenture but the other piece of this
was the fact that when we correlated it
too we had an agreed-upon metric which
was download to the visitor guide and we
correlated the quality press coverage
with downloads of the visitor guide and
also the paid media and the quality
press coverage the quality not the
volume of the quantity but quality stuff
correlated highest with those those
traffic to the to the website and so
when the budget told that flash they cut
the advertising and not that they are
and then the other thing we were able to
Dennis with the aha moment was in the
middle of rezu the beggar in the middle
of all of this dreadful press over the
summer what we notice was around july
and august was that most of the negative
coverage seemed to be coming from
broadcasts that we isolated out the
broadcast coverage and show that yes in
fact it was significantly more negative
and when we further analyzed it for for
what was being shown it turns out that a
lot of it was old b-roll at old pictures
of you know terrible looking building
and when they did a major outreach
campaign to the broadcast media and
identified through these metrics they
were able to turn it around in six
months so that the most positive
coverage was coming from broadcast media
and this is again this is another way of
looking at things where in this case we
go the vertical line there is quality
and the horizontal line is resources and
so it’s a way to sort of very quickly
identify if you rank everything
according to quality and rank everything
according to the resource requirements
and put them on a on a chart like this a
three-dimensional chart it’s very
quickly very easy to see that the stuff
in the lower right-hand corner lots of
resources low quality let’s not do that
anymore right that the lower right-hand
corner there is the consummate stupid
stuff right not do those let’s look at
the stuff in the upper left-hand corner
low resources high quality and do more
of those
and then again this is the another one
where all we did was we just looked at
this is traffic to serve gov this was
for a nonprofit that was trying to drive
volunteers I mean its mission was to
increase the number of volunteers we
measured that by looking to looking at
the web traffic to serve gov and how
many people signed up on served to
volunteer so that was the success metric
we correlated the media coverage for all
of these various programs against that
meant that the sign up and we’re able to
identify that the stuff around Martin
Luther King Day was way more successful
than stuff for learn and serve and
Senior Corps and the aha moment was I
said so what did you do for senior corn
is should they said well that was that
was led by social media and this was
back in the day where you know
grandmother said was discovered facebook
is a way to stay in touch with their
grandkids nobody over the age of you
know 65 was on Facebook in those days
are very cute so why reach at a Senior
Corps via social media but again we were
able to identify that them from doing
more of that stuff in the future another
scoop except how many people out there
have have spokes the westin spokespeople
shy both speak we really don’t talk this
is so true in universities and why does
everybody get on the coverage well you
did a again a correlation between
spokesperson visibility and good
coverage and it turns out that there’s
that’s what drives good coverage was
good effective spokespeople acting as
subject matter matter experts on their
topic and so when we show them the
started L by the way you know if you
want good coverage you’re going to have
to get out there and talk more often hey
they decided that okay maybe they
changed a few minds but more importantly
we pointed out that they were this was
an organization that was an expert in
bridges and bridging road construction
and engineering that kind of
construction engineering and you know
one warrant we covered when this bridge
cover you know we had all of this
expertise blah blah blah blah blah
well a lot of expertise but they only
had one person authorized to speak their
rival university had 10 people
authorized to speak so naturally they
get a whole lot more coverage so things
to remember it’s not about the media
it’s in the the activity it’s about the
business and your stakeholders and your
customers and what they’re doing it’s
not a bad big data you can do a lot with
little later it’s really about how you
use it the data-informed you have to be
totally data-driven because obviously
you’ve got good instincts and good good
feelings and lots of good experience out
there but use data to make these
decisions it’s not about how I’ll just
shouting anymore it’s about the
relationships that you’re building with
your stakeholders and measurement
standards are reality you can’t say that
we don’t have many more they exist I
actually have a website page of my
website pain publishing / measurement
central and it’s got all the standards
sorry its standard central all the
standards all gathered into one place
and with that I’ll turn it back over to
Richard I hive is actually dawn from
religion thanks Katie that was great
advice really actionable here at Jill
DPR solutions we provide the media
database as well as salesmen full
service monitoring and measurement tools
and services or PR and communications
professionals like you you know we’ve
worked with Katie and as she was
mentioning talking about one of our
customers travel Alberta we really
helped to operationalize some of these
quality scoring or measurements
frameworks that help to report on those
business results for instance with
travel alberta they move from AV to a
custom quality scoring that was
developed with katie and based on those
business objectives our client success
consultants actually do the scoring of
each and every piece and coverage and
scored against 11 factor whether you
choose to do this type of monitoring or
yourself with our agility plus illusion
or if you prefer to have a full service
solution like our agility enterprise
that has us do the heavy lifting for you
where you have a dedicated consultant
who can be there to curate your media
briefs and provide you with top notch
support to ensure that you’re seeing
every bit of relevant coverage whether
it’s in print or broadcast as well as
online and social media sources and with
that those of you with more in their
complex measurement needs or go have a
larger organization with multiple
divisions where keywords or different
things that you’re measuring may be
different for each division you can have
with our agility enterprise those briefs
human curated to ensure that you’re not
seeing duplicates and that you’re seeing
only the most relevant information
stories if you have any other questions
or want to know more about agility PR
solutions please visit ability pr.com
and with that I think we have a couple
questions here so I’ll pass it back to
our moderator Richard to adjust some of
those questions okay thank you dawn and
thank you Katie really high level stuff
there fantastic presentation really
enjoyed it and so I’m sure everyone
listening had a lot to take away from
that and there are a couple of questions
in the queue here but now’s the time to
get your question in if you have one or
Katie you go to the Q&A; tab at the top
right corner of your screen and fire
away the first question is from Joe and
she actually refers to slide number 22
in which you were talking about survey
results and this is a question about
tools Katie as you predicted she asks
she’s not sure what those survey results
look like in terms of a measurement tool
and could you offer an example of that
and also what would you recommend to the
content tool well I’ll reserve do things
one is and transistor there’s a lot of
relatively inexpensive ways to do
surveys these days surveymonkey is one
of them there’s another tool called
survey de su RV 80s
a they charge by the completed response
so when you’re you know as when you’re
asked will you take a survey in order to
reach this content that’s them behind it
capturing your email address and then
later asking surveys but both
SurveyMonkey answer Veda have the
ability to provide you with this as well
as your survey monkey obviously you can
input your own list and you know they’re
they’re essentially free or almost free
and the big thing with with survey tools
is it doesn’t really matter I mean
Qualtrics is better and more
sophisticated if you need it but what’s
really important about surveys is asking
the right questions and I strongly
recommend that if you are doing
reputational surveys or want to measure
trust or commitment or satisfaction any
of those sort of big picture things you
start with what is already written and
tested and tried and true which is the
grenade relationship survey instrument
it’s in the back of both of my books
it’s for free on my website I’m happy to
send attacked anybody who needs it but
anyway it’s been seventy four different
statements that you can select from and
you ask people the extent to which they
just agree or disagree with those
statements so that’s a very good way
relatively inexpensive way to to measure
a lot of a lot of the things that most
people want to want to measure in terms
of content analysis it really depends
upon your budget as you just saw you
know agility PR has both cell service
and and human curated I am a huge fan of
human curation and a huge unfair and a
header of automated sentiment analysis
because I be the longer they do with the
worse it seems to get or at least the
more errors I seem to find if nothing
else if you are using an automated
sentiment tool you have to human quality
yet that humans quality checking it
because first of all the content
ninety percent of the content is
probably wrong and or at least forty
percent the content is wrong I mean this
is part of the bottom with fake news and
moldovan you know bloggers and all kinds
of other stuff I mean there’s just so
much drunk out there and you don’t want
that messing up your sentiment score and
then the sediment scoring is completely
unusable if you are working in an
industry like health care where I don’t
know you talk about diseased and dying
and and all kinds of negative stuff all
the time and that you have to you have
to be able to reprogram the system so
that it reflects your definitions of
positive and negative of neutral so if
you are only I mean it depends upon your
volume I mean for the pharmaceutical
company I was working with where we were
getting 20,000 clips a month that we had
to analyze yeah that’s that’s a volume
issue and you’re going to use sentiment
analysis because at those quantities
it’s accurate enough but if you’re only
getting you know one hundred clips a
month human code them because you’re
going to be a hundred percent more
accurate and if you try to make a
automated systems more accurate is going
to cost you more than is going to cause
you to have human stow them alright
that’s good advice straight inside
thanks Katie and thank you Joe for the
question here’s another question a
similar one from Ed who who asks as you
were talking about the atlantic city
tourism part of your presentation katie
he wonders what reporting tool you use
to identify the success quote unquote
and the negatives of that and I guess
you may have just answered that well I
to be honest that started out of the
Katie pain and partners client but that
was my own tool and then when I so cape
and partners it went over to several ER
which is now gleam and those are the
people that are they did that work I’d
say all right all right good thank you
and thank you add and one more question
here from Marcus who asks how do you
define a good goal or good objective
because he feels like a lot of PR folks
get this wrong everyone seems to have a
different definition what do you say
about that I think it’s a collective too
I don’t think that there’s any
individual PR person that is in a
position to make that decision correctly
because I think the biggest problem that
I see is that the goals in the and the
objectives have got to be set by senior
leadership and if you don’t have that as
a conversational and senior leadership
or at least make sure that they’re
approved but the issue is that it has
you have to know what you’re expecting
expected to accomplish from a business
perspective and i agree i have very
seldom seen especially you know for
relatively new people in the business i
have never seen a good objective come
out of some of these new business mostly
because they don’t have any business
skills right i mean if you and you just
graduated with a journalism degree or an
English major and you’re going into a
company and you’re trying to develop
business objectives you don’t probably
know enough about the business to do
that and the answer is go talk to
marketing or sales or senior leadership
of some sort and find out what the
expectation is and what it is realistic
to do and one of the classic ones as
though I’m supposed to increase in a
sales well no you’re not your job is as
Jackie Matthews from GM would tell you
your job is to get them to knocked on
the showroom door not sell cars is once
inside the showroom all bets are off
right you don’t have any idea what’s
going to happen at that point but your
job as PR and marketing is to get them
to at least consider going to the
showroom and knocking on the door and so
what you’ve got to do is either measure
consideration and preferably as
consideration preference or you’ve got
to measure qualified leads or some
acceptable proxy for qualified lead so
for instance we couldn’t count the
number of visitors to alberta or
atlantic city but we can come up with an
acceptable proxy which is i’ve visited
the site and downloaded the visitor
mm-hmm good all right good yeah that’s
good insight oh thanks to you thank you
Marcus for that all right let’s go to a
question from Steven here he that he
works with a science based organization
that publishes a lot of studies and
those studies are about me dying you go
times yes nice one re a marsh for
silence on Saturday I’m kind of excited
about science Lisa yeah good yeah me a
lot of science involved with modern pr2
but he’s been to earth science
organization and the public studies
release news releases as a result some
of which get good press coverage how do
you measure the PR success of a
science-based coverage from from a news
release um well why do you put the news
release out there all right what is the
what’s the goal of putting the release
out there is it is it too I mean I
choose guys this question one is if you
are a research organization and your
goal is to get the research out there
then the measure of success is the
extent to which your your organization
is cited when the research is quoted and
make sure everybody knows it’s your
research and to get it out there as much
as possible if the goal is like my one
of my associations where they publish a
lot of research but the goal is is to
sell memberships and training and add-on
things then you use web analytics to say
okay this this press release has a
specific unique tagging code and if
traffic comes into the website from that
tagging code and from that they then buy
something or sign up for a webinar or
sign up for seminar then that is
credited to that press release so
there’s two sides one is you want to
sell stuff like more research you have
to set up conversions in Google
Analytics or some kind of tagging system
so you can track the stuff but if what
your goal is is to get the research out
there and cited
then you’re going to measure the number
of times that you’ve been cited the
number of times you get credit for the
research the accuracy and again I would
urge you to develop a quality score like
we did for travel Alberta it says it is
a quality piece of coverage if it you
know prominently mentions your
organization contains the key messages
accurately quotes the research contains
any graphics or visuals that you might
have put out there and you know quotes
one of your spokespeople and then your
quality is based you know each one of
those things gets two points or
something and not every story will but
that allows you to judge the quality of
the of the coverage that you got and so
it’s that’s a measure of the success
there you go alright that’s great that
is that’s great insight thanks people
appreciate that very well said all right
here’s one more question here this one
is from Sean and he works with
construction clients because
construction meet you rarely ever puts
any sentiments behind releases or
stories very neutral how can you measure
something like that well because
sentiment may not matter right i mean
this is the same thing that is true in
we did an analysis of four universities
at one point and we’re trying to measure
sentiment well the one moment you take
the sports half the sentiment
three-quarters or sentiment goes away
people just don’t get that enthusiastic
and so don’t count some of it right so
who cares right what counts is you know
they spell your name correctly they
contain your key messages they reference
the products of the design or the
engineering that you’re doing define the
sentiment doesn’t matter what matters is
does that article does that piece of
content contain the elements that are
going to make somebody pick up the phone
and say hey I need some construction
talk to me so whatever it takes whatever
is a good article or a positive article
isn’t I like it I don’t like it or I’m
passionate about this
hammer and you know level you’re right
nobody’s going to say that stuff so you
look at the coverage and figure out what
in the coverage is going to inspire
people to pick up the phone and call you
and then count that as quote unquote
good articles or quality coverage all
right good yeah cinnamon is not
everything I indeed so depending
depending on what you’re getting covered
but that’s great advice all right Thank
you Thank You Sean buddy yeah yeah one
lesson 27 it works and sentiment
analysis works really well for movies
books certain music things where the
consumer product where there’s a lot of
it and it’s fairly clear and even so it
doesn’t work perfectly but it certainly
is a little bit more accurate when
applied to those kind of things airlines
fortune but for many many many other
things it’s irrelevant because people
just don’t say i love my mass
spectrometer they just don’t yeah you
know it’s like no matter how long you
wait for them to say that they will
never say that yeah hard to get
sentimental about things like that
indeed alright yeah ok and thank you
sean for that question that’s a good
analysis of sentiment sentiment analysis
all right Katie thank you and it looks
like we have reached the bottom of the
hour here I want to thank everybody for
listening and I want to thank Katie pain
for those insightful comments all that
excellent high level stuff she showed us
or she really knows her stuff done she
Thank You Katie thank you so much I’ve
been doing it for 31 years ago I think I
should by now indeed indeed it shows all
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mentioned remember to check out bulldog
reporter Tom for all the PR and
communications news and opinions and we
look towards getting together with you
again on our next event which is let’s
see May twenty-third we’re going to have
Stan Stan Stein
right president/ceo steinreich
communications in here for a session
entitled six tips on how to build better
campaigns all right and we will see you
then thanks to everyone for listening
have a great day