Tim Marklein EVP, General Manager Measurement Weber Shandwick

Measurement research is an unquestionable component of agency strategy when it comes to proving the value of public relations to your clients. However, the wide diversity of media targets and gamut of client industries require different forms of measurement. Mix in the even wider variety of now-conventional media forms, such as video, podcasts, webcasts, blogs, etc., and the advanced technologies behind SEO, and the complexity of measurement is further intensified.

Not surprisingly, the methods and strategies used to measure results vary widely from firm to firm. "No two organizations define results in the same way," says Christine Barney, CEO of rbb Public Relations (www.rbbpr.com).

The types of measurements used can also vary from client to client, Barney noted. For example, rbb’s larger accounts rely on measurement companies such as KD Paine, Vocus and Cision, For mid-size and small clients, most of rbb’s technologies are self-created. "We maintain a centralized database of traditional values — media impressions, ad equivalencies, etc. The remainder of the tools — message point penetration, media audits, media coverage analysis, media outlet penetration, activity impact scoring — are done by rbb’s staff. Lead tracking comes from the client’s sales department," Barney adds.

Weber Shandwick (www.webershandwick.com) employs a variety of research and measurement methods, added Tim Marklein, executive vice president and general manager, measurement practice — including polling, surveys, focus groups, media content analysis, social media analysis, competitive intelligence, advocate profiling, advocacy network analysis and marketing mix analysis.

"The research tools we use are determined based on the client objectives, audiences and timeframe, as well as the appropriateness of the research methodology," Marklien offers. "For instance, when measuring customer satisfaction or profiling potential advocates, we tend to use more traditional survey research (online and offline). When evaluating messaging and competitive position, we focus more on content analysis and competitive intelligence."

Weber Shandwick, he continued, uses its own WeberWorks system along with integrated survey work done with KRC Research. The firm is investing significant energy in a new outcomes-driven and client-customized measurement model (ARROW), which incorporates a pliable set of metrics to meet the needs of any client situation. The model, Marklein says, is specifically designed to break down measurement silos for a more holistic approach across functions, agencies, campaigns and even data sources. "We are also investing in breakthrough approaches to help clients understand, mobilize and measure Advocacy for their organizations and brands," he adds.

Rbb uses a proprietary process, Barney says. "Our proprietary start-up process ensures that we have the right strategy and the right resource allocation to deliver results that move the needle for our clients. Since the core of rbb’s work is marketing PR, our ultimate objective is to measure the number of leads generated and sales. On a secondary level, we measure message opportunity – how many people we’ve reached. We use a host of traditional measurement tools like media impressions and message point penetration. We conduct primary research in the form of media audits to determine current vs. desired perceptions. Then we add a proprietary system we call the Activity Impact Score. It provides a numerical rating, audience reach and equivalent ad dollar to non-media activities like speaking engagements and events so they can be tallied in with media results to give one overall impression and ad equivalency number," Barney explains.

Continuing, Barney says some clients prefer to measure only outputs rather than outcomes if they lack to the ability to do the internal sales tracking required to get a true return on investment. "Because of our open dialogue about results measurement there are no surprises when its time for contract renewal. rbb’s focus on accountability and finding the right tracking to suit clients yields additional business," she says.

"Many of our campaigns," Barney points out, "link to a dedicated URL where we can track eyeballs and ultimately closed sales. The information we’ve collected from analyzing respondents often results in changes to the sales message or offering."

Clients are using measurement — and the insights it offers — to listen more closely to the market, reassess PR objectives, better understand where they are winning or losing key battles, focus resources and messages, and optimize their communications spend, Marklein explains, adding that his firm has found measurement helps strengthen the client relationship because it enables the firm to provide more strategic value. "In some cases it does expand a client’s budget. But the most important benefit is the increased strategic value and better results for the PR campaign," he adds.

In conclusion, Marklein says, "Measurement research can serve as both a scorecard to assess successes and failures of clients’ communications programs and a fact-based platform to make informed decisions on communications strategy. Clients use the data to formulate strategies for various campaigns, to help launch businesses, develop new markets, drive competitive positioning, build reputations and win proxy fights. They also use the research to set realistic expectations and goals, and to monitor progress against these targets. By creating an ongoing measurement program, clients can better understand where they are going, make decisions along the way — and change courses if necessary."

To purchase one of the Council’s measurement booklets, go here.