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White Paper
Measurement Matrix - Just a Few Ideas
for Mixing Goals with Measures
The Leader in integrated Media Intelligence SolutionsBy: Angela Je?rey, APR, Vice President Editorial Research, VMS
Five-step process to de?ne your measurement program:1. De?ne organizational goals.2. De?ne audiences of importance to reaching those goals, and prioritize.Setting 3. Set very speci?c PR objectives that are measurable.Measurable 4. Determine how you will measure each, with what tools, and benchmarkGoals a. De?ne outputs, outgrowths, outcomesb. Determine who/what to measure against (objectives, time or competitors)c. Most important, determine how you will link these measures together!5. Measure continuously, and adjust accordinglyBusiness Goalor Objective PR Objectives Outputs to Measure Outgrowths to Measure Comparing to OutcomesIncrease awareness Media analysis on quantity, quality and reach Surveys before and after program to help Benchmark and graph numbers of leads, prospectsof coverage; attendance at special events; establish link between outputs and awareness, or customers before, during and after campaign.Increase preference numbers of speeches given. Consider using preference or intent; consider omnibus or Get paid-media schedule and plot along withSales of Products Stimulate trial E?ciency Metrics like Cost-per-Impression, Internet surveys if cost is high; track responses non-paid media e?orts on a calendar spreadsheet,and Services Cost-per-Media Value Ratio, or to messages through sales departments, and overlay with sales data (o?setting for sales cycle)Increase media Cost-per-Message. call-centers (800 numbers for releases), and look for correlations. You should see more spikingrecommendations or web visits URLs). from non-paid media versus paid-media e?orts.OR - consider correlating media e?orts withIncrease purchase intent sales goals through Share of Discussion.Increase Share of Discussion As above, but focus mainly on competitive As above. Surveys will help establish the link As above. Obtain Market Share data from Marketingmedia analysis on share of overall coverage, between your output measures or Sales; plot on graph and overlay yourIncrease share of message key message, positive and negative, media and whether or not the audience share measures against it. Also consider servicesIncreased Market Increase share of recommendations, key spokesperson quotes. is moving toward behavioral objectives. such as Brand Keys and Loyalty Builders to establishShare positive coverage Also track numbers of customers at the Consider CGM or WOM analysis - looking for more in-depth customer analysis before andbeginning and end of the campaign. trends in positive internet discussion after event, and try to correlate.Increase share of journalist and recommendations.recommendationsIncrease share of quotesReinforce brand characteristics Media analysis focused on messages of value Unaided awareness survey before and As above, plot e?orts against sales. ConsiderEnhanced Brand and brand character; competitive analysis after campaign to see if audience can getting average revenues per-sale, and seeEquity Increase perception of value if possible. play-back your messages. if they have increased.Increase alignment between Media analysis focused on messages of Do focus groups or surveys using Dr. Grunig's Compare e?orts to survey results, and todesired reputation and importance to each stakeholder audience; paper at www.instituteforpr.com on attitudes increased/reduced CGM and WOM messages received.Enhanced audience perceptions positive/negative letters, emails and toward: Control Mutuality, Satisfaction,Reputation CGM/WOM messages received. Trust, Commitment, Exchange Relationship,Improve strength of all Communal Relationship.relationships - and prioritize.Reduction in turnover and Real-time media analysis focusing on message Omnibus Studies, overnight polls and Plot media measures, tours, public meetings, etc.Mitigate Crisis; better customer service and tonality. Do media audit on published CGM/WOM content analysis to determine on chart with sales, stock price, and positive/negativeOptimize Stock pieces created for the crisis. Clear messages? attitudes, perceptions. index for CMG/WOM. Of course, benchmark thesePrice at the beginning of the crisis!Reduction in turnover and For employee outreach, do media audit of Run internal survey on attitudes via website Plot output measures against benchmarks such asbetter... [download for more]
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