Strategic PR-Measurement and how Six Sigma can prove business outcomes
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The document discusses strategic PR evaluation and a new approach presented by Dr. Nanette Besson. It presents a model for strategic PR evaluation that involves continuously measuring and evaluating the PR process. The key elements of the proposed evaluation project include an evaluation manager, a strategic PR evaluation concept that sets objectives and design, a balanced evaluation system to monitor performance, and a PR evaluation report. If implemented correctly through continuous measurement and analysis to improve performance, the vision is to achieve PR perfection.
Strategic PR-Measurement and how Six Sigma can prove business outcomes
- 1. SUMMIT ON THE FUTURE OF MEASUREMENT 2004 Durham, NH, USA Panel 5: The International Future Thursday September 23, 2004 2:35 p.m. to 3:50 p.m. FUTURE OF PR-MEASUREMENT: A New Approach and a Vision Dr. Nanette Besson besson@pr-bsc.com evaluamus GMBH, Germany www.pr-bsc.com © NAL Kommunikationsberatung GmbH
- 2. „Strategic PR-Evaluation” „Strategic PR-Evaluation is the planned, focussed and continuous measurement and evaluation of the PR process.“ Besson 2004. Control Correction PR Management: Planning Implementation Result Continuation Abbort PR Evaluation: Evaluation of Controlling Action Result the PR-Plan the Plan and Attitude Control Evaluation Measurement and Evaluation www.pr-bsc.com © evaluamus GmbH info@pr-bsc.com
- 3. The Project „Strategic PR-Evaluation“ PR-Evaluation itself is organized as a strategic project, requiring evaluation objectives and organizational framework. Elements of the Project: Plan Manager: Evaluation manager Instrument Independent specialist with expertise Plan: Strategic PR-Evaluation Concept Report Sets evaluation objectives and design Instrument: Balanced Evaluation System Monitors and controls your PR-Performance Manager Report: PR-Evaluation Report Documents PR-Evaluation project www.pr-bsc.com © evaluamus GmbH info@pr-bsc.com
- 4. PR-Evaluation Concept: the Project Plan (example) Phase of Evaluation CONCEPT IMPLEMENTATION ACTION PR-Checklist Interview with PR-Manager Internal Media observation PR Instruments questionaire Expert evaluation of press texts Press kit Media resonance Press conference analysis Meeting analysists Event evaluation questionaire Trip to editors Customer´s Customer`s magazine questionaire www.pr-bsc.com © evaluamus GmbH info@pr-bsc.com
- 5. Balanced Evaluation System for PR-Performance Behavior Emotion ATTITUDE Knowledge Opinion EFFECT Perception Attention ACTION Media resonance PR activities PR- General situation PERFORMANCE Unexpected Social aspects Ressources IMPLEMENTATION Costs Time INVESTMENT PR activities PR situation analysis CONCEPT PR strategy PR tactics www.pr-bsc.com © evaluamus GmbH info@pr-bsc.com
- 6. Example: Monthly PR-Performance Analysis Conclusion Main Indicator General Indicator Title Result Comment Title Result Comment Title Result Comment 15% say "dealer too Attitude 103% far away" Top topic: Restructuring of Top topic: Setting of company; Top Restructuring of objectives, Effect 99% Action 97% product: "Shoop"; company; Top detailled planning 15% say "dealer too product: "Shoop" of instruments, five far away" critical remarks from journalists, PR-Performance 91% Top topic: External Restructuring of 1 low influence company; Top product: "Shoop", 15% say "dealer too far away" Setting of five critical remarks Implementation 101% objectives, detailled from journalists planning of Investition 91% instruments, five Setting of critical remarks objectives, detailled from journalists Concept 81% planning of instruments www.pr-bsc.com © evaluamus GmbH info@pr-bsc.com
- 7. THE VISION: PR-PERFECTION … achieved by continuous, systematic PR measurement in five steps: IMPROVE CONTROL ANALYZE MEASURE the potential your your DEFINE your for PR- PR-Performance your needs and PR- Performance improvement opportunities Performance Increase your profits by higher audience satisfaction thru defect-free communication processes! www.pr-bsc.com © evaluamus GmbH info@pr-bsc.com