Why Metrics Are the Key to Getting a Seat at the Revenue Table discusses: -Laying the groundwork client discussions on PR’s direct impact on revenue -How reporting can make the case for PR’s driving leads, conversion and revenue -Moving PR towards the top of the strategy discussion

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Ken Wincko - @KenWincko
SVP, Marketing
PR Newswire
Sharam Fouladgar-Mercer - @sharamfm
CEO and Co-Founder
AirPR
Chris Albert - @chrisalbert7
SVP, Digital & Social Research & Analytics
Ketchum

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The Biggest Challenge for Marketers is Proving ROI
Source: Hubspot 2015 State of Inbound

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WEBINAR:
“Why Metrics are the Key to
Getting a Seat at the
Revenue Table”
Watch the Recorded Webinar Now

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PR and the Sales Funnel

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PR and the Customer Journey

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Connecting The Dots
1. Convey the messages we want?
• Outcome = message pull through
2. Reach the audience we want?
• Outcome = amplification and potential
customers
3. Give us useful information about our brand?
• Outcome = insights
4. Generate top of the funnel business leads?
• Outcome = lead generation
5. Ultimately map to business goals?
• Outcome = mindshare, marketshare, sales
In an information-rich, digitally-driven environment we need to continually ask
the following questions. How do creative ideas (inputs) ultimately…

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The Barcelona Principles
The following principles were adopted by AMEC in Barcelona in 2015:
1. Goal Setting and Measurement are Fundamental to Communication and
Public Relations
2. Measuring Communication Outcomes is Recommended Versus Only
Measuring Outputs
3. The Effect on Organizational Performance Can and Should Be Measured
Where Possible
4. Measurement and Evaluation Require Both Qualitative and Quantitative
Methods
5. AVEs are not the Value of Communications
6. Social Media Can and Should be Measured Consistently with Other Media
Channels
7. Measurement and Evaluation Should be Transparent, Consistent and Valid

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Prove Your Worth Throughout
At any point across the campaign lifecycle, not just at the end!
Pre PostIn Flight
• Message, messenger,
media
• Persona Development
PREDICT A BETTER
OUTCOME
• Real time social
monitoring
• Survey Analysis
CONFIRM PREDICTION
& ACT OR TWEAK MID
CAMPAIGN
• Revenue
• Life Time Customer
Value, Advocacy
• Stock Price, Societal
Changes
• Employee Retention
SUCCEED? OR FAIL?

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Integrate Your Data & Encourage Transparency
Allowing You and Your
Clients to …..
• Tell the Holistic Story
• Eliminate Channel Silos
• Focus on Accurate
Attribution
Unified Data

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Integrate Your People & Processes
• People are more
likely to
consider
traveling to a
hospital/medical
center for care if
they feel their
family will be
comfortable.
• People feel
guilt for the
burden placed
on their family
for medical-
related needs.
• Strengthen the
family
experience for
patients of
Cleveland
Clinic.
• Families first! Create
experiences that
make families feel
comfortable,
welcomed and taken
care of, as well as
the family member
being treated.
• Increased likelihood
to travel to the
hospital by 5%.
• Increased view
among patients that
their family members
are well-looked after
by hospital/medical
staff by 10%.

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Preach and Build Your Brand
Data/Analytics
Team
Internal
Counterparts
& Clients
Executive
Leadership

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WEBINAR:
“Why Metrics are the
Key to Getting a Seat
at the Revenue Table”
Watch the Recorded Webinar Now
Watch the recorded
webinar for more,
including insights from
Ken Wincko, Chris
Albert and Sharam
Fouladgar-Mercer.