"The Advantage of Output Measurement"
By Angela Jeffrey
Principal, Jeffrey Communications
Vice President, TRAKWare, Inc. and
Publicity Valuation Research, Inc.
Among the hot issues in our industry is the ongoing debate about PR measurement and evaluation. What isn't debatable is: Measure, we must. Today's management expects the PR function to be as accountable as its other business units. The real question concerns how we're going to do it.
There are two types of measurements, outcome and output, both linked by carefully defined objectives at the start of a campaign. Objectives must reflect the overall goals of the organization, measurable through a variety of quantitative and qualitative methodologies.
While there is no absolute answer to the problem of PR evaluation, today's technology and data empower us to place values on PR outputs more quickly and affordably than ever.
Outcome measurements are preferred. They tell us how much a public relations campaign has moved the needle in public awareness, attitudes and behavior. Cost-effective measurements include monitoring Web site hits, credit card usage, incoming phone calls and mail, omnibus and published secondary surveys. However, original survey research is often required to pinpoint true outcomes pre- and post-campaign, and such research can be costly.
Output measurements tend to be more affordable - good news to anyone with a keen eye on budget. Outputs reflect the success of short-term tactics and efforts, and can be as simple as media content analysis, ad equivalencies, impressions, numbers of messages sent and placed, speeches given and attendance at events.
High-Tech Output - Reporting an Agency Advantage
As a 20-year PR veteran, I've experienced the satisfaction of using original research to ascertain attitude changes before and after a major campaign, and look forward to doing so at every opportunity in the future. For day-to-day reporting, however, and for marketing-oriented clients, I'm a strong proponent of output measurements. Why? Let me explain.
At a basic level, clients still expect to know what efforts their agencies have made on their behalf. In particular, what is their media coverage worth, what are the number of impressions made, and what is the qualitative nature of that coverage? This is especially true for marketing-oriented clients who depend on similar analysis for their other mass-media efforts. Reporting quantifiable output efforts can greatly ease tensions in client/agency relationships when outcome results defy measurement.
What amazes me is how many PR firms still rely on the old clip package to tell their success story. Far from worrying about outcome measurements, many in our industry have yet to make meaningful use of outputs. Yet those who do have a definite edge in the contest for new business.
"Media Value" And Impressions Tell the Story
We have taken a positive stance on the old ad-equivalency system, though we hate the terminology. Ad-equivalency inaccurately infers that public relations can be compared to advertising. "Media Value," a term suggested by Elena Rohweder of Cummings McGlone, is better. Media value describes what can be measured - the space or time occupied by a story - an objective value in the market.
Benchmarking and monitoring progress through space/time measurements and audience impressions can indicate gains or losses in shares of editorial voice. Furthermore, media value gives weight to our placements, for good or bad. A simple stack or listing of clips tells us nothing.
The first problem with media value and impressions has been the lack of accessible and reliable data - particularly for the broadcast medium. We have solved this problem for TV and radio evaluation (and have a patent pending on the process) by employing sophisticated media-buying algorithms that produce "true value" or negotiated rates as per our license with SQAD (Spot Quotations And Data). We also supply 18+ audience impressions, annually averaged, for all Arbitron and Nielsen-surveyed stations. For print, we've converted magazine data to column inch rates and analyzed color through our association with SRDS and American Newspaper Representatives. The next step for the industry will be to make similar progress in developing reliable data for Internet news sites, special events and out-of-home outlets.
A second problem with media values and impressions reporting lies with the user, who hasn't always taken the conservative road with respect to story credits. However, with industry leadership, this problem can be remedied by establishing some simple rules, and enforcing the Code of Ethics established by PRSA regarding honesty and integrity.
While there is no absolute answer to the problem of PR evaluation, today's technology and data empower us to place values on PR outputs more quickly and affordably than ever.
Angela Jeffrey is a principal of Jeffrey Communications,
and co-founder of TRAKWare, Inc., in Houston and Publicity
Valuation Research in Miami. She is a two-time Silver Anvil winner.
E-mail: angie@trakwareinc.com
