奥美广告培训与提案062measuring a public relations program the ogilvy pr way

1、Measuring a Public Relations ProgramThe Ogilvy PR WayGreater China Differential Influence Master Class August 24-26, 2003Todays agendaIntroductionWhy measure a public relations program in the first place?Are there times when measurement is not needed?Measurement as a mindsetHow measurement creates v

2、alueinternallyBut more importantly, externallyFinally, a brief introduction to our MET IntroductionI thought this was going to be an easy presentationAfter all, Ogilvy PR has a whole tool box full of measurement toolsWe touched on many yesterdayAnd will do a few more later todaySo when I was kindly

3、asked to do a short training on measuring a public relations program, I felt relieved Introduction: my box of toolsNumber of clippingsKey message pickupAd space equivalentCompetitor analysisNumber of press attending a press conferenceHot leadsThird-party endorsements Word of mouthBrandShieldBrandSig

4、htQuantitative researchQualitative researchBenchmarkingMedia auditThe list could go on, depending on the program.Introduction: reality checkBut then this email arrived from HK:“Please give some thought to outlining the Ogilvy PR way of measurement - a corridor of expectations rather than a menu of o

5、ptions.”What to do?Why measure?After all, measuring in PR is not an exact science.how to explain clearlyEasier in advertising and in direct marketingAnd developing an Ogilvy PR way of looking at measurement seemed, well, a bit of a challengeWhen I asked my colleagues for any input, they general resp

6、onse was “good luck, we have nothing to offer” Why measure?But as I began thinking about this, from the day-to-day account work we do, there is an Ogilvy PR way of looking at measurementWe often just dont know itIt is never one approach or single set of toolsBut a combination of a variety of quantit

7、ative and qualitative and even creative, approachesWhy measure?The industry is changingNo longer quantity that countsCEOs want to see resultsRemember the video yesterday, “what is PR”Measuring a program provides resultsWith results, defining to a client what we do and why we add value, the answer is

8、 easyAllows us an opportunity to grow our self as professionalsWhy measure?To paraphrase: “If you cant test and improve or fix quality - or problems - and you cant measure it, how do you ever solve the problem?”Scott McNeally, CEO, Sun MicrosystemsThe same should be said about our own work, too (LIS

9、 lead generation 20-60=120)Why measure?Id like to use three examples of how measurement not only helped our clients businessBut we became partnersWe were challenged - push the envelopeWe became more sophisticatedDeveloping proprietary toolsTo begin owning the results of our research And we earned mo

10、re e Why measure?: wrap-upI think Scott mentioned this yesterday, which I feel can be tied to why we should measure our work“When expectations are met, our clients are happy”“What get measured, gets managed”Clients need this, as many dont understand PRAnd our staff need it, it allows them to see the

11、 work they are doing is producing concrete results (Nokia Daily Alerts)Why measure?: three case studiesLocate in ScotlandIBM Greater ChinaNokia TaiwanLocate in Scotland1990, started off small:handled DM internallyMeasurement was basic (client / lack of IT)Pushed ourselves to be more accountableOur o

12、wn “MET” established three years agoNow working with OgilvyOneHot leads seen as key measurement to our success (clippings seen as less important now)Increased scope of work: Computex, Web-siteGrew business to OgilvyOne Japan this yearLocate in ScotlandBut we must link our objectives to agreed open r

13、esultsoften through measurementFor LIS, objectives were toIncrease awareness of Scotland as a place to invest: independent surveysDemonstrate key message pickup: through monthly tracking in key mediaGenerate “hard leads”, actual CEOs/CFOs who directly contact LISOnly one LIS rep. in TW, yet TW, Asia

14、s largest investor in Scotland in 1996 IBM Greater ChinaTook one year of talking with client to get the businessClearly stated how we would be measuredClient saw resultsWe pushed the limit, taking MET immediately after Shenzhen NPD and applying to how we are measured Media database from China now be

15、ing introduced (Link to Josephs Influencer chart)Business in one year doubled in size IBM Greater ChinaLink our objectives to agreed open resultsoften through measurementLooking at Taiwan, we linked our key objective on the corporate side, with improving IBMs corporate image in the mediaWill see MET

16、 results at the end of this presentationNokia TaiwanThe most intense client I have knownClient was very simple in how he measured our work: “Nokia in Taiwan currently No. 3. After six months, I want to be No. 1”(Clippings, market info, “War Team”)We, working as partners along with Nokia marketing an

17、d their advertising agency, achieved his goalNokia TaiwanMe, patting myself on my back, thinking the rest of the year would be easy, wellClient immediately raised the bar: “increase our share in the market from xx% to xxx% in the next six months”Nokia TaiwanLink our objectives to agreed open results

18、often through measurementFor Nokia Taiwan, objectives are clear: increased media coverage in segmented media: achievedNo. 1in the market, achievedTimes when we dont measure?NoNoNoThink of it in this way: the majority of decisions you make in everything you do, you normally have an end result in mind

19、Which means you have some type of measurement in place to judge the eWhy should public relations programs be any different?Measurement as a mindsetSo we must always approach any communications program with a mindset of including some type of measurementSenior executives support the work where they s

20、ee resultsLIS, IBM, Nokia The value of measurementProvides credibility to what Ogilvy PR doesWhat value do we bring to the party?We set standards which can then be improved on year after yearTangible results are the best justification for renewing and growing our accountsThe value of measurementBy u

21、sing a mixture of common sense, traditional forms of measurement, creativity and our proprietary tools such as BrandSight (MET), we stay ahead of the competitionBack to Matthews comment about Thailand, where unemployed journalist are cranking our press releases at a fraction of the costsWe all face

22、thisThe value of measurementIf we can clearly demonstrate our value, which mostly is through measurement, we stand a good chance of getting the businessAt IBM Taiwan, even though Carma is now handling media evaluation, client still insists on using our MET solution.Feel the value of our measurement

23、is betterWe possibly can get Carmas budget, still let them do their stuff, but continue to work, and improve on our own METThe value of measurementInternally, by understanding the value of measurement, we grow as professionalsMust develop a mindset of using measurementWrite better programsAlways, always, always include some measurementKeeps you on your toes, keeps you thinkingLink between objectives and measured resultsThe value of measurem