The C-suite expects to see reports that show the value of your work and how it supports business goals. Analytics and measurement have become a vital PR skill.

1. PR MEASUREMENT MATTERS:
HOW TO DRIVE STRATEGY AND SHOW
VALUE WITH INSIGHTS AND ANALYTICS

2. STATE OF MEASUREMENT
“Public relations professionals
understand the qualitative
results of their activities but
often aren’t able to express
them in ways that are
meaningful to executives.”
PRSA

3. HOW WE’RE DOING
• More than 60% of marketers rate measuring
ROI as one of their top 3 challenges.
• 54% of PR practitioners see “tying activities to
business outcomes’ and showing value to the
business as their top challenge.

4. THE C-SUITE
The skills most in demand by
Chief Marketing Officers are:
1. Digital Strategy
2. Analytics
3. Paid Digital
4. Search Engine Optimization

5. PR Jobs
9 of the 10 most
recent PR jobs
advertised on the
PRSA site require
digital skills.

6. A 5-STEP PROCESS

7. STEP ONE:
IDENTIFY BUSINESS GOALS

8. • Profitability: increase revenue, decrease costs
• Productivity: staff training, employee resources, equipment
• Customer service/experience/retention: Outreach and
communication with customers and other stakeholders
• Core Values: The beliefs your company holds in regard to
customer interaction, responsibility to the community and
employee satisfaction. The company's core values become the
objectives necessary to create a positive corporate culture.
• Growth: Brand awareness, understanding consumer buying
trends, being able to anticipate product distribution needs and
developing business partnerships that help your organization to
improve market share.

9. STEP TWO
SET PR GOALS THAT ALIGN
WITH THE BUSINESS GOALS

10. PR Goals to Support Business Goals
Profitability = more revenue
- Increase brand awareness
- Build brand affinity
- Fill the top of the funnel

11. Customer Satisfaction/Retention
• Communicating the values of
the brand
• Telling the brand story
• Showing the “human” side of
the brand
• Customer success stories / case
studies

13. 89% of companies compete primarily on the
basis of customer experience –
up from just 36% in 2010

14. STEP THREE:
DEVELOP YOUR PR STRATEGY –
SSET GOALS AND KPIs

15. STEP FOUR:
EXECUTE THE CAMPAIGN

16. STEP FIVE:
TRACK RESULTS AND
REPORT OUTCOMES

17. IDENTIFY BUSINESS GOALS
Financial Services Firm:
Major Goal – Increase revenue
Subgoal:
Attract more qualified female
investors in the New York,
Connecticut, and New Jersey area

18. DEFINE YOUR PR STRATEGY
• Identify how to reach high net-
worth women in these areas
• Create content to appeal to these
women
• Use organic distribution and paid
amplification of the content
• Raise the brand awareness of the
company
• Get them to exchange their
contact info for the content
• Deliver qualified leads

19. ALIGN PR PROGRAM WITH
BUSINESS GOALS
• Write the step-by-step
program for the campaign
• Make sure each item on the
check list is aligned with the
business goals

20. SET PR KPIs
• Number of quality placements for the content
• Number of high net-worth women reached in the
specified area (reach, impressions goal – 15,000)
• Number of visitors to the landing page
(engagement, click through goal =1000)
• Number of downloads (conversions goal =100)
• Number of qualified leads ) valid emails and phone
numbers)

21. Women’s Financial Literacy Guide

22. TRACK PROGRESS AND ROI
REACH: 16,793 women with a income of more than 100,000 who live
in this area saw the content. (brand awareness)
ENGAGEMENT: 1782 women clicked through and visited the page on
the client’s website.
CONVERSION: 158 downloaded the full guide and left a name, email,
and telephone number.
QUALIFIED LEADS: 124 (valid contact info)

23. Business Goal
Mizuno Running
A small budget compared to
Adidas and Nike
Goals: to increase brand
awareness, increase market
share, and build a
community of loyal fans

24. PR Strategy

25. PR Strategy
• Raise brand awareness
• Build brand affinity
• Connect with 600 of the top running influencers who create content
• Invite the to join the Mezamashii Project – The Art of the Brilliant Run
• Offer them a free pair of shoes to run in and invite them to write
about their experiences
• These founding members were given “invites” for running friends to
join and get a free pair of shoes.
• Have these runners spread the word about the Mezamashii
community of runners seeking the Brilliant Run.

26. PR KPIs
• # of influential runners reached and closed to join the
project
• # of closed runners who registered for the community
• # who called in and ordered their pair of shoes
• # of posts about the Mezamashii Project
• # of positive mentions of Mizuno and Mezamashii
• Visitors to the Mizuno website
• # of registered members

27. TRACKING RESULTS
• 450,000 registered brand ambassadors
• More than 500,000 visitors to mizunorunning.com
• Sales up 54% - a 3-year market share high
• Mizuno named most effective brand in North
America by WARC and EFFIES

28. PR MEASUREMENT DASHBOARD

29. SOCIAL SESSIONS MY BLOG

30. SOCIAL SESSIONS
CLIENT LAST 6 MONTHS

31. LAST MONTH

32. SOCIAL SESSIONS BY NETWORK

33. PROACTIVEREPORT.COM (MY BLOG)

34. GOALS/CONVERSIONS

35. SOURCE OF NEW VISITORS

36. ONE MONTH SIX MONTHS

37. NEW VISITORS IN THE LAST MONTH

38. AUDIENCE OVERVIEW

39. SELECT DATE RANGE FOR THE SPIKE

40. DOWNLOAD THE DASHBOARD
Log in to your Google Analytics account
Go to the website or blog you want to have the dashboard on
Open that account
Click Customization > Dashboards

43. GET THE CHEATSHEET
http://bit.ly/2xj7DZL

44. PR MEASUREMENT COURSE
What to Measure (Outcomes)
Understanding Business Goals
How to set a SMARTER Goal
How to Set up Goals in Google Analytics
Measuring Organic Social Media
Measuring Paid Social Media
Measuring Earned Media
How to Make a Landing Page to Track Conversions
The PR Measurement Dashboard Reports

45. SPECIAL OFFER
COURSE $197
INCLUDES ONE HOUR COACHING CALL TO
GET YOU STARTED
COACHING FOR ONE MONTH (5 HOURS)
$497
(First 10 to register)

46. QUESTIONS?

47. CONTACT
Sally Falkow APR
sally@falkowinc.com