PR measurement in action: Best practices from three measurement case studies

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What You’ll Learn:: 

In this session, you will learn:

  • How to simplify tracking and reporting on many social media channels
  • How to measure internal communication and avoid common pitfalls
  • Best practices for customizing reports and tracking issues
  • How to measure engagement across online, social and traditional media
  • Insights to improve customer care, brand loyalty and reputation

Check your wallet? Do you have a credit card issued by MasterCard?

Sorry, you actually don’t, says Andrew Bowins. The banks, not MasterCard itself, issue credit cards. MasterCard is a technology company that enables payments around the world.

So what do you do when you are a brand so widely misunderstood? Hear how MasterCard PR stepped back and redefined what its brand was.

Bowins explains how MasterCard’s PR unit changed its function to be the go-to department within the organization for social insight, analytics, understanding and insight. Wouldn’t you like your organization to think of you that way?

Bill Dalbec lays out the case study of Share Our Strength, which seeks to end childhood hunger among the poor. APCO Insight used focus groups and other research to dispel the myth that low-income people were only eating fast food—fighting back at threats to cut the funding for the Supplemental Nutrition Assistance Program.

Learn how the acronym SMARTER describes the measurement principles you must follow: Specific, Measurable, Actionable, Relevant, Time-specific, Evaluate, and Review.

Learn how to evaluate how well what you are trying to measure got measured, and how to improve in the future. And hear specifics about how a cooking demonstration in New York City drew major journalists and TV programs to cover Share Our Strength’s issues.

Hear how APCO Insight scored “Good Morning America” and other major coverage for SOS.

Finally, hear from Sean Williams how internal comms is adopting the practice of PR in going from mere outputs to measuring outcomes and business results.

You need to measure behavior. What activities have a bearing on people’s understanding?  He discusses how Goodyear, where he used to work, communicated with its 80,000 employees when only 30,000 worked at desktop computers.

Williams explains how the company educated managers on a topic as dry as the federal Sarbanes–Oxley law. Glean tips on messaging—and measuring the impact of your communications.

Start with Ragan Training to boost your measurement game.

October 2013

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Presenter bio: 

Andrew Bowins

Andrew Bowins is senior vice president of external communications at MasterCard, where he directs corporate reputation, media relations, social and digital communications and manages the MasterCard Conversation Suite. He is a senior executive with 20 years of agency and corporate experience in public relations, marketing communications and digital strategy for the consumer electronics, online retail, mobile, emerging payments and personal computing sectors. Bowins integrates digital and online and social technologies and analytics into traditional media, marketing and public relations that amplify brand image and product awareness globally.

Bill Dalbec

Bill Dalbec, senior vice president of APCO Insight in Washington, D.C. He leads the firm's issues management and communications practice. He provides opinion research, message development and strategic communication services to corporations, associations, nonprofit organizations and issue-based coalitions. His opinion research expertise lies in understanding the connection between the rational and emotional components of decision making. He uses this understanding to develop communication that changes attitudes and motivates behavior. Dalbec conceived and launched the firm's TradeMarks Study, the first ever systematic approach to measuring the perceived public policy effectiveness of trade associations.

Sean Williams

Sean Williams is the owner of Communication AMMO, Inc. which helps organizations plan, execute and measure communications. His clients include Ernst & Young, Western Reserve Academy, Reputation Leadership Group, Excelsior University, Kent State University, Ketchum Pleon Change, Avery Dennison, the Federal Reserve Bank of Cleveland, and Western Financial Group. He is an adjunct professor of public relations at Kent State University, and has taught graduate classes in PR Measurement/return on investment and social media measurement for Kent State and another university.