guidelines measurement public relations

8/18/2019 Guidelines Measurement Public Relations

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GUIDELINES

FOR THEMEASUREMENTOF PUBLICRELATIONS _

Framework document for use by communicationprofessionals who wish to measure theeffectiveness of their public relations activitiesand their related investments.

2014 Edition


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02 | Guidelines For The Measurement Of Public Relations


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FOREWORD

THE RELEVANCE OF MEASUREME

_ In French, «relations publiques»has been replaced by «relations publics» !By correcting an inexact translationof the English term Public Relations,the profession has wanted to highlightthe true expertise of its activities,starting with the unique abilityof public relations to startconversations with opinion leadersand formers via traditional,online and social media. This expertise, which is at the heart of publicrelations activities , benets from the keenand constantly renewed interest shown byboth companies and institutions.

What could be more legitimate ?

Beyond their capacity to generate visibility, public relations make it possibleto respond to the strategic challengesof corporate communicationand/or marketing. Using exclusivestrategies, relaying interesting and attractivecontent, public relations make it possibleto infuence public opinion and createtrust. A highly tact ical topic at a time whenthe question of reputation (whether in terms

of brands, companies, institutionsor even individuals) is now at the forefrontof all managers’ minds.

Visibility ? Content ? Indexing ?Attachment ? Opinion ?

Qualitative as well as quantitative quethat the entire profession has set itselfthe task of making more rational, at lein their est imation. To move away fromcurrent practices, which are too disparand to meet legitimate expectations,stakeholders within companies as well agencies will thus have the measurememeans to clearly and condently undertheir performance.

Communication and public relationsprofessionals have everything to gain bsharing common indicators. This is nowthe done thing. These guidelines will be

crucial for al l those who want to have cand pragmatic guidelines for assessingtheir relationships with their publics anevaluating the reputation of brands ancompanies for which they are responsi

Thierry Wellhoff Chairman of Syntec Conseil en Relation

Guidelines For The Measurement Of Public Relati


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PUBLIC RELATIONS :

DEFINITION

_ Organisations -- whether public or private, commercialor non-prot -- that cannot help but interact witha wide range of audiences who have an inuenceon their activity and sustainability. Some of thesestakeholders have a direct, usually contractual,link to them. This is the case for employees,

shareholders, customers and suppliers, but also,in different capacities, professional organisations,public and administrative bodies, non-governmentalorganisations and not to mention the businessas a whole.

In addition to these stakeholders, some publics suchas journalists, analysts or even bloggers have an inuenceon the image and reputation of the organisation throughthe expression of their opinions in the public arena.

Organisations are naturally more exposed to the riskof opinion when relationships are non-existent ,poor or lacking trust. On the other hand, organisationsthat know how to establish and maintain fruitfuland long-lasting relationships with key playerswithin their ecosystem build capital that is usefulto their economic development and social acceptance.

This is exactly the mission of public relations to manageall relationships that structure how organisationsinteract with their internal or external, direct or indirectstakeholders.



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HOW SHOULDTHESE GUIDELINES

FOR THE MEASUREMENTOF PUBLIC RELATIONS BE USED ?

_

Measuring the results of a public relationscampaign remains a delicate issue,with each advertiser and each agencyusing its own method and/or indicators.

This document aims to offer commonguidelines for measurement toolsand methods and to lay downa framework that advertisersand agencies can draw upon to setspecic and measurable goalsfor their operations.

It takes its inspiration from foreignpractices by incorporating, in particular,standards dened by AMEC (Internationalassociation for the measurementand evaluation of communication)so that it can be integrated intothe measurement issues of Frenchand international organisations.

In this context, the decision was madenot to integrate advertising valueequivalency as a measurement tool.Besides, it would be very surprisingto measure the performance of publicrelations that essentially target visibility,inuence and reputation using advertisingtools focussing primarily on notoriety,recognition and image.



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A. GENERAL INDICATORS

OF VISIBILITY* AND CONTENT* _

MEASURING VISIBILITY*

One objective of «media relations» is to obtain qualied visibility for a company,brand or product in the media, whatever the medium (press, audiovisual, magazine,internet, etc.). Before measuring the effect of this visibility* on the public (next point),it is necessary to assess how the media transmitted a message. Depending on the aimsof your operation, several approaches may be combined to quantify these results :

• GLOBAL VISIBILITY

The frst stage of measuring visibility consists of quantifying the number of timesthat a communication has potentially been in contact with the public.It is then a question of establishing the «number of occasions to see*»and the «number of occasions to hear » for a communication by identifying all mediahits generated by the campaign and combining all of the audiences *.


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Guidelines For The Measurement Of Public Relat

• WEIGHTED VISIBILITY

Because a sentence in an article mentioning a brand does not offer the same visibas a full page spread in this same newspaper (or a radio broadcast lasting just a fewseconds does not have the same impact as a full programme dedicated to the subja second stage of measuring visibility* may consist of taking into account the m

space* occupied by a communication.

The opportunity to see* for each media hit will therefore be weighted on the basithe relationship between the occupied media space and the reference value of medium (page percentage, length of audiovisual broadcast, etc.).

Please note : a media hit generated by media relations is supported by the influencerwho wrote it and therefore constitutes more qualitative content on the brandthan a simple advert.

An indicator of the estimated «cost per contact*» of a public relations campaigbe established by calculating the ratio between the actual budget dedicated to a mrelations operation and the «opportunities to see» generated by this over a givenperiod.

Possibly expressed on the basis of 1,000 contacts (CPT = cost per thousand), thisindicator can be compared to other forms of communication, particularly market

EXAMPLEFor a ½ page media hit in le Figaro, the «weighted opportunity to see» corresponds to Figaro’s readership divided by the media space of the hit , so :

1,191,000 (Figaro’s readership according to Audience One) x ½

= 595,500 weighted OTS*.

EXAMPLE «COST PER THOUSAND» (CPT*)

For a public relations campaign costing €40,000 and generating €347,000,000opportunities to see* (OTS), the cost per thousand contacts * would amount to

( €40,000 x 1,000) / 347,000,000which is 1 CPT of €0.12


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CONTENT MEASUREMENT*

• CONTENT

The rst step in measuring content consists of taking into account the repetitionby the media of messages communicated by the company, brand or institution.This step involves dening its key messages* upstream of the communications campaignand searching for them in media extracts mentioning the communications operation.

• QUALIFIED CONTENT

A second step may consist of establishing the quality of the messagesconveyed to the public based on the tone : positive, negative, neutral or mixedof the discourse.


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EXAMPLEClient : Haute Joaillerie XAC Magazine : Marie Claire - October 2010

Key messages to convey :

• Mentions of the brand name and the designer’s name (and its origin) • Repetition of the media kit (visual of the jewellery, portrait of the designer) • Highlighting the flagship product (and description of the «components» of th

collection)• Repetition of telephone numbers

Other messages that may covered and which have not been mentioned in thisexample :

• Website • Creative stakeholders/positioning


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B. GENERAL INDICATORS

OF RELATIONSHIPS

WITH ONLINE PUBLICS _

WEB INDEXING

Whilst press articles, radio or TV broadcasts only exist at the time of reading,listening, etc., the digital era has brought with it two new features for those who wantto measure the ef fectiveness of a public relations activity.

The events that dominate a brand’s newsgenerate data that is accessible online.Also, based on the widespread andautomatic tendency of internet users to«google» a subject using a search engineor social network, special attentionshould be paid to the image* that aninternet user may form of this brand via

search engines.

When searching for a brand (forexample), search engines highlightdocuments managed by the brand(website, blog, etc.), content on which ithas a potential inuence* (articles fromonline media, key bloggers, etc.) andnally opinions on which its inuence*will be weak or non-existent, that is to

say counter-productive (combination ofcritics, opponents, etc.).

Please note : our remarks relate to inf luence strategies* ,buying links or ads is not discussed here.

We should also take into account thebrand’s indexing work on the market ’skeywords (and not just in relation to the

brand itself). Indeed, the penetrationof the content thereof into semanticclouds and that the brand is listed aboveits competitors in search results arecrucial issues to which public relationscontribute heavily.

Finally, the production of contentgenerated by users via blogs or YouTube,product tests, thematic and/or editorial

partnerships ... contribute to brandvisibility and preference.



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Guidelines For The Measurement Of Public Relat i

EXAMPLE

Indexing the Syntec Conseil en Relations Publics trade union following a media

campaign of its Agoras :

• Number of results in the top x results of a search• Visible content below the title in search engines• On social networks: content shown on Twitter and/or Facebook


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ATTACHMENT* Since brands develop their content* on the web and use media and socialnetworks (blogs, Twitter, Facebook,etc.) to establish an audience* and to develop new interactions*

with publics, the question of how tomeasure the ef fectivenessof these operations is raised.

Here too, the web makes it possibleto quantify this interaction*, to knowthe origin of it and to qualify theserelationships.

We can group attachment indicators into three broad categories :

INTERESTINDICATORS

INTERACTIONINDICATORS

EXPANSIONINDICATORS

The measurement indicators availableare numerous and varied dependingon the platforms and tools used.Before the launch of the public relationscampaign, brands need to establish

a «benchmark» measurement that willserve as a reference point for evaluatingtheir impact and progress.

Please note : PR activi ties may have animmediate or delayed impact that shouldbe measured as a whole, with the reference(and starting) point being the public relationsactivities.

EXAMPLEAn influencer sings the praises of a product and creates a buzz several monthsafter the presentation of a product during a public relations operation.

The impact can be described as delayed but measurable with the starting pointbeing the public relations activity.


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• INTEREST INDICATORS*

Visiting a website after reading an article, signing up to a newsletter, becoming afollower of a page and opening a Twitter account may all be indicators of an internuser’s interest in a brand.

Depending on the means of implementation, these results may be connected to arelations operations (in cases where only public relations operations are implemeIn other cases, when the marketing mix is more developed, we would need to methe global impact on attraction for the brand (as the specic role of public relatiowould be difcult to pinpoint).

However, the retention rate of the audience * acquired from a Twitter account orFacebook page for example, can be measured specically. In effect, if these media social networks are led by public relations professionals, the quality of the conten

and its pertinence in relation to the expectations of its community will be rewardloyalty to this content*.

EXAMPLE• Evolution of the number of visits to a blog managed by a company


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18 | Guidelines For The Measurement Of Public Relat ions

EXAMPLE :• Evolution of the number of visits to a page managed by a company

• Evolution of the number of subscribers to a Twitter account managedby a company


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• INTERACTION INDICATORS*

Beyond interest that leads to the contact with the company, measuring interactiowith its public is an indicator of the importance and nature of this relationship.

From a single reaction to brand content , the intensity of the relationship can evolto engagement. Thus, the internet user becomes an ambassador for the brand thrhis/her involvement in the creation of content, in discussions with publics, by havian inuential role in such discussions and sometimes even by becoming oneof its ardent defenders in crisis situations.

EXAMPLES OF DIRECT INTERACTION INDICATORS :

• Number of likes* and shares of posts published by the company over a period• Number/nature of direct requests via Twitter

• Number/nature of comments following content published by the company

Example of the calculation of the engagement rate on a company’s Facebook p

Scenario 1 : On a brand/company’s Facebook page with 50,000 followers, thepublication of a single post that generates 24,000 reactions has an engagementrate of : 24,000 x 100 / 50,000 = 48%

Scenario 2 : On this same brand/company’s Facebook page with 50,000followers, the publication of 3 statuses that each generate 8,000 comments

benefits from an engagement rate of : 24,000 x 100 / 50,000 x 3 statuses =16

EXAMPLES OF INDIRECT INTERACTION INDICATORS :

• Number/nature of comments following publications about the company• Number/nature of RTs* about the company and posted by an account

other than that belonging to the company

Example of the calculation of the indirect engagement rate for the company

Scenario 1 : On Facebook, the publication of a post about the company/

mentioning the company’s page by a media page with 50,000 followers and whgenerates 5000 shares has an engagement rate of : 5,000 x 100 / 50,000 = 10%

Scenario 2 : On Twitter, a tweet about the company/mentioning the companaccount by a media account with 25,000 followers and which generates 2,000 has an engagement rate of : 2,000 x 100 / 50,000 = 8%


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• EXPANSION* INDICATORS

Measuring the «recommendation» rate of its public gives an engagement and virality*indicator which may also be useful to monitor.

Please note: these indicators may already be subject to monitoring as «interaction indicators»(see above). They are suggested again here but grouped together with the idea of quantify inga wide audience and not just the degree of interact ion*.

EXAMPLES :

• Number of RTs* of company posts (if it has a blog for example) • Number of reactions, (Facebook likes, shares and comments)/number of

followers and weighted by the number of posts• Tweet reach/number of followers and weighted by the number of tweets

Example of an expansion indicator proposed by LinkedIn, on the user’s post :


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C. GENERAL INDICATORS FOR

MEASURING OPINION*

_ When a media relations operation and social networks aim to change opinion*on a subject, for example develop notoriety* and preference for a brand or produgenerate sympathy towards a company, manager or politician, it is necessaryto measure the evolution of opinion*.

In order to quantify the results obtained, we rst need to interview and/or listen individuals via surveys, and /or measure the expression of their opinions (commen

blogs, forums, social networks, etc.), ensuring that we determine :

• THE EVOLUTION OF OPINION*

• PUBLICS

• MESSAGES

The opinion* indicator consists of measuring the associated notoriety and/or imagcharacteristics before and after a public relations campaign.

Therefore, the opinion* indicator requires the establishment of a «benchmark»measurement before the launch of the campaign that will serve as a point of referfor measuring a public relations operation’s impact on opinion and the evolutionthereof through successive surveys.

As not all publics are necessarily targeted by a public relations campaign, we needto develop a profile of the populations to be questioned/monitored, or of the placwhere a community or communities express themselves online, in order to measuthe potential evolution of populations becoming sensitised by the campaign.

Like the indicators for measuring media content *, it is necessary to establish keymessages/image characteristics that were defined as campaign objectives and tomeasure their evolution.

Moreover, as public relations as a strategy generally forms part of the «marketingmix» and thus is used alongside other means of communication (advertising, diremarketing, etc.), we must be sure to establish a measurement that quantifies thespecific messages conveyed by the public relations campaign.


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EXAMPLE

Like for like comparisons before/after are useful for identifying the PR leverage.

Publics Measurement of opinion before the

campaign = «benchmark» measurement

Poll/survey of the general public (survey of a representative sample of theFrench population)

• % of the French population claiming to knowthe brand• % of the French population having heard ofthe specific message xxx• Image characteristics associated with thebrand (e.g. innovative, responsible, old-fashioned, etc.)• Etc.

Poll/survey among journalists(survey conducted a panel of journalists likelyto communicate the message XX)

• % of journalists claiming to know the brand • % of journalists having heard of the specif icmessage xxx• Image characteristics associated with thebrand (e.g. innovative, responsible, etc.) • Preferred tools for communicating aboutthe brand and the specific message XX (presslunch, open day, interview with the director,etc.)• Means of promoting the brand in terms ofPR (quality of visuals, reactivity of the PRdepartment, using social networks, originality,transparency, etc.)

• Etc.

Analysis of the online opinion ofinternet users(analysis of a corpus of spontaneouscomments collected from forums, socialnetworks, etc .)

• Portion of positive opinions versus negativeor neutral opinions• Subject of positive and negative comments • Existing comments on the specific messageXX• Image characteristics associatedspontaneously with the brand by internetusers (e.g. innovative, responsible, old-fashioned, etc.)• Etc.

Analysis of the opinion of the company/organisation’s customers

• Brand recommendation rate by its clients:desire to recommended the brand/likelihoodof recommending the brand (critics,promoters and those with no opinion eitherway)


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PR campaign Measurement of opinion after the

campaign = measurement of theevolution of notoriety = measuremethe effectiveness of the PR campaig

Campaign aiming to develop the notoriety ofthe brand around the message xx

• % of the French population claiming to the brand• of the French population having heard ospecific message xxx• Image characteristics associated with thbrand (e.g. innovative, responsible, old-fashioned, etc.)• Etc.


• % of journalists claiming to know the br• % of journalists having heard of the specmessage xxx• % of journalists having written about thspecific message xxx• Image characteristics associated with thbrand (e.g. innovative, responsible, etc.) • Quality of tools used by the PR departmto communicate about the brand and thespecific message XX (press lunch, open dinterview with the director, etc.)• Brand news collected over the last thremonths

• Etc.


• Portion of positive opinions versus negaor neutral opinions• Subject of positive and negative comme• Comments on the specific message XX• Image characteristics associatedspontaneously with the brand by internetusers (e.g. innovative, responsible, old-fashioned, etc.)• Etc.


• Brand recommendation rate by its cliendesire to recommended the brand/likelihof recommending the brand (critics,promoters and those with no opinion eitway)


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24 | Guidelines For The Measurement Of Public Relat ions

D. GENERAL INDICATORS FOR

MEASURING «BUSINESS»

_

For both public relations professionals and their customers, being able to develop aconnection between public relations activities and the company’s business has becomea strategic issue.

Ahead of the business contribution for a company, the public relations activities willcreate a qualied audience for the company, a relationship of trust with its publics

and recognition of its services/products: several indicators can summarisethe impact of these public relations activities on the company’s businesscontribution.


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FROM PROSPECTING TO LOYALTY

An increase in the visibility of a brandcombined with an increase in theattachment that it creates leads toan increase in the number of businessleads gained by the company.

For many companies, the main challenge is not just conquering new prospectsbut retaining existing customers. Here again, the work of public relations to devea strong attachment to the brand, convey transparency and generate trust are

key factors in increasing a retention rate.

The same reasoning can be applied to other company stakeholders (employees,partners, suppliers, etc.).

A high conversion rate of these busleads (into sales, donations, etc.)may then be interpreted as a reecof good audience targetingby the public relations campaigIn contrast, a low rate may be a symof the audience being incompatible wthe objectives of the campaign.

Please note: An increase in the number of leads combined with a decrease in the converrate may have a devastating impact on the company: on the one hand, it will not generaadded value and on the other it will increase the processing costs of the leads in questio

EXAMPLES :

• Evolution of requests for quotation• Evolution of the number of incoming calls • Evolution of tender requests • Evolution of telephone or website contacts • Evolution of the number of content downloads

• Evolution of the number of donations • Evolution of the client recommendation rate


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TURNOVER AND MARKET SHARE

SHARE PRICE FLUCTUATIONS

The evolution of the turnover mustbe monitored and more specicallyits temporal correlation with publicrelations campaigns. This indicator mustbe supplemented with an analysis of theevolution of the market share.

In a growing market for example, it ispossible for a company’s sales to increasewhilst its market share decreases. Thisphenomenon may be a reection of aloss relating to brand attachment in

comparison to its competitors, andtherefore the result of a deciency inthe public relations strategy, whilst thecompany is in the black.

We can all remember times when reputation crises have had a devastating effect onshare prices (BP crisis, United Airlines, etc.). Likewise, we might consider that animprovement in a company’s reputation leads to an increase in its valuethrough its intangible assets and contributes directly to an increase in the shareprice.


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EXAMPLE :

A public relations agency conducts a study on the use of social networks byCAC40-listed companies and makes it available for free download on its webs

simply asking the internet user to complete a form beforehand.

Following a Public Relations campaign, the study is mentioned in specialisedmedia and blogs, and is a huge success on social networks. The articles and bloconcerned contain a link to the study’s landing page *, generating total traffic of900 visits and 400 downloads.

400 corresponding leads are qualified by the marketing department, whichindentifies 90 opportunities among them which are immediately sent to the sadepartment.

3 months after the campaign, the sales department has signed 5 new accounts a total annual budget of €175,000 for the agency.

If the production costs of the content and the public* relations campaign* were €20,000, the Return on Investment from the campaign will be:

ROI = Revenue generated by the campaign/ Cost of the campaign = 175.000 / 20.000

= 8,75

In other words, each euro invested in the public relations campaign returned €8.75 in terms of sales.

* For a precise margin analysis, you should also integrate marketing and sales costs


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INDICATORS AND FORMULAS

_

Indicators Formulas

Global visibility Investment =cost of the campaign/potential cumulativeaudience

Volume =

number of media hits generated by a campaign

Weighted visibility

(example p.11)

Investment =

cost of the campaign/opportunities to see(depending on the reference value of themedia)

Content Repetition rate of key messages =number of media hits conveying key messageNo. 1/total number of media hits

Volume of posts by the company/the brand

Qualified content(example p.13) Tonality =number of positive media hits/total numberof media hits

Useful formula for the portion of positive,negative, neutral and mixed media hits

INDICATORS FOR MEASURING VISIBILITY AND CONTENT



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In order to standardise the evaluation of public relations campaigns, the professioworking together to establish methodological standards. These standards, includehere as an appendix, thus create «methodological» guidelines that aim to identify evaluate key public relations indicators.

Advantages Limitations

• Easy to understand • Rhythm of your activity (outside of a crisis) • Comparable to other communicationtechniques

• Strictly quantitative; no consideration ocontent («good» or «bad» media hit) • Random and heterogeneous reliability oaudience data• The potential audience is generally the

audience of the media and not the effectiaudience of the hit• Does not integrate the notion of usefulcontacts: all contacts are considered to bepertinent• Totally unsuitable in the event of a crisi(when it is a question of limiting visibility• Ignores the periodicity of the media

• Requires a ranking of media targets based on

the objectives of the campaign

• See «limitations» of visibility indicators

above

• Takes into account the content of eachmedia hit• Requires key messages to be well definedand even prioritised

• Has an essentially qualitative aim: partiaconsideration of the tone of the content(«good» or «bad») • Requires a more in-depth qualitative an• Sometimes dif ficult to objectivise keymessages (partial repetition, partialmisrepresentation, etc.)

• Enables the integration of a qualitativeperformance indicator into the ROI • Requires a more in-depth qualitative an



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Guidelines Possible formulas

Indexing(example p.15)

• Number of documents resulting from adirect or indirect public relations activity inthe x first search engine results

• Through monitoring tools

• Visible content below the tit le in searchengines

• On social networks : content shared onTwitter and/or Facebook

Attachment • Attachment comprises the interest ,interaction and expansion indicators below

Interest(examples p.17&18)

• Number of visi ts to a blog managed by thecompany

• Number of contacts made via a dedicatedform

• Number of visits to the company’s websiteoriginating from any channel

• Number of followers of a page managed bythe company

• Number of fol lowers of a Twitter accountmanaged by the company

• Subscription/withdrawal rate

• Number of links mentioning the site/blog

• Number of bloggers wanting to join thecompany’s blog community

• Bounce rate of a site or content

GENERAL INDICATORS OF RELATIONSHIPS WITH ONLINE MEDIA AND PUBLICS



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• Helps to improve your company’s SEO bygetting the endorsement of influencers

• Enables the optimisation of the tagging(header, alt, picture, Google Authorship),structure and description of content

• Limited period of time

• Requires a good knowledge of SEO * mechanics and current and changing Goorules

• Enables the analysis of the vitality/qualityof your community and the viralit y of yourcampaigns

• Requires the analysis of what exists beflaunching the campaign/activity

• Requires a good knowledge of yourcommunity and stakeholders to determinyour attractiveness/resonance capacity

• Monitoring this enables variations to becorrelated with activities/campaigns and theSEO and content strategy to be optimised onan ad hoc basis

• Enables the source of traffic to be trackedand qualified (supporters, followers, critics)

• Be sure to differentiate between theseresults and a potential follower campaignposts ... which may have taken place at thsame time, so that you can be sure of thereach of the activity/online PR campaign



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Interaction(example p.19)

• Numbers of likes*, shares and commentsrelating to posts published by the companyover a given period

• Number/nature of direct requests viaTwitter

• Number/nature of comments followingcontent published by the company

• Number/nature of comments followingpublications about the company

• Number/nature of RTs* about the companyand posted by an account other than thatbelonging to the company

Expansion(example p.20)

• Number of RTs* posted by a company overa period

• Number of fol lowers affected by the RTs*mentioning the company

• Number of RTs* of company posts (if i t has ablog for example)

• Number of Facebook shares

• Number of reactions, (Facebook likes,

shares and comments)/number of followersand weighted by the number of posts


Evolution of opinion

(example p.22&23)

BEFORE - Survey, opinion poll

To measure notoriety and image

AFTER - Survey, opinion pollTo measure variat ions in notoriety and imageafter the campaign

GENERAL INDICATORS FOR MEASURING OPINION



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• Enables the measurement of theattractiveness of the activity/campaign

• Enables the analysis of the audience’s

perception of the activity/campaign

• A quantitative indicator that only haspertinence for pre-determined objective

• Is only powerful if a post-campaign repo

is carried out

• Enables the measurement of yourcommunity’s vitality

• Enables the measurement of your campaign’svitality

• In relation to volume be sure to check tnumber of accounts that are actually acti


• Perfectly in sync with the challenge of public

relations, namely influencing opinions

• Simple methodology, understandable results

• Works well with restricted, directlyexposed publics (e.g. guests at an event)

• Cost of polls

• Access to the target public is sometimedifficult (if rarely available or highly soughafter)

• Depending on the sample size, requiresa strong variation in opinion for it to bedetectable



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GENERAL INDICATORS FOR MEASURING BUSINESS


Business

(example p.25)

• Evolution (increase/maintenance/

decrease) in the number of leads/quoterequests/telephones contacts/meetings/downloads

• Evolution in the clientrecommendation rate

• Lead conversion rate

• Evolution of the turnover

• Evolution of the market shares

• Evolution of the number of clients (andother stakeholders)

• Share price fluctuations

• Evolution of a vote

• Evolution of the number of donations

• Evolution of the average shoppingbasket

• In the event of crisis communication,

the evolution of the client port folio,leads, sales ...



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• Meaningful indicators for management

teams: they make it easy to track performancetrends

• It is often dif ficult to attribute the bene

of these indicators to a single public relat



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GLOSSARY

OF MEASUREMENT TERMS

_

SPONSOREDARTICLE :

BACKLINK :

CONTENT :

ATTACHMENT :

COST PERCONTACT :

COST PERTHOUSAND (CPT) :

COVERAGE :

AUDIENCE :

(Sources : AMEC ‘s glossary of measurement terms/Marketing, Business and DM Glossary)

An article writtenin exchange for paymentfrom the cited advertiser.

A link to a websitefrom an external site.Backlinks count towards

establishing the notorietyof a page, depending ontheir quantity and aboveall their quality

All of the information,comments, history,

material, etc. producedby (or for) a company,brand, product or personwith a view to presentingand/or promoting its rangeof products or services

A feeling of affectionthat ties an individualto a company, brand,

product or person

A quantitative indicatorreferring to the ratiobetween the true costof a public relationsoperation, dividedby the number of peoplereached by this operation

A quantitative indicatorreferring to the ratiobetween the true costof a media relationsoperation and the numberof opportunities to seegenerated by it

The number of individuals(audience) affectedby material in relationto the total population.We talk aboutthe coverage rate(or penetration rate)when it is expressedas a percentageAll of the people

who have beenin contact with a form

of communicationsmedium or materialand with all or someof its messages It may alsorelate to viewersas well as listenersor visitors to a website

EXPOSURE TIME :

The length of anaudiovisual broadcastduring which a brand,company or personalityhas been visible to publics



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ADVERTISING VALUEEQUIVALENCY :

The monetary valueof press coverageobtained througha sponsorship campaign,event or press/publicrelations versus the spacethat would have hadto have been boughtfor the same mediacoverage.An indicator that valuesthe quantitative tothe detriment of thequalitative and lackspertinence in the

measurement of certainpublic relation campaigns,particularly crisiscommunication campaigns

EARNED MEDIA :

«Free» exposurebenefitt ing a brandon social networksand other personal spaces

with the opinionsand commentsof consumers.

ENGAGEMENT :

MEDIA SPACE :

Active participationof a target towardsan activity (RT, discussion,comment, post, etc.)

Space occupied by mediacoverage in of fline/onlinemedia thanksto sponsorship, eventor public relations activity

IMAGE :

An element of the brand’sadded value in its ownright combining realvalues, preconceived

ideas, emotionalfeelings, objective and/orsubjective impressions,whether consciousor subconscious,and constitutesthe personalityof the product, brand,individual or company

IMPRESSIONS :

Number of viewsof a publication(for example, a publicationon your Facebook page,an advert ...) regardless

of whether the user hasclicked on this advertor not. Users may viewthe same publicationseveral times

INFLUENCE :

The persuasive power,whether consciousor unconscious, director indirect, of an individualor a group of individualson one or several others

INTERACTION :

Reciprocal reactionbetween peopleand brands

INTEREST :The attention givento someone (companbrand, product, servperson ...)


KPIS/KEYPERFORMANCEINDICATOR :

All of the values that mpossible to measurethe success of an opeThey help with decismaking and are definaccording to the implemstrategy/plan of actioand targets to reach

LANDING PAGE A page that appears clicking on a hyperlin

LEAD :

A contact registeredvia a form

LIKE :

An action which allosomeone to supportcontent or a page.The like is most freqused on Facebook.It is the equivalentof the +1 on Google


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MICROBLOGS :

KEYWORDS :

NOTORIETY :

OPPORTUNITYTO SEE (OTS)OR HEAR (OTH) :

OPINION :

OWNED MEDIA :

PAID MEDIA :

PAGERANK :

PODCAST/VIDEOCAST :

REACH :

MEDIA COVERAGE :

Online services for shorttexts, images, videos, etc.The most well knownof these servicesis Twitter

Meaningful wordsor expressions used

to define an organisation’sactivities or productsand on which its website’sindexing and user searchesare based

The level of knowledgethat an individual hasabout a company, brand,product or person

Expressed as an index,the opportunity to see

or hear measuresthe number of opportunitiesthat the public has to seeor hear a messageintended for it, in relationto the media plan

Judgement, wayof thinking or feelingthat an individual or groupexpresses on a subjector facts - it is what theythink about something

The exposure benefittinga brand on platformsthat it owns and controls,mainly websites, mobilesites, blogs and possiblyFacebook pagesand Twitter accounts

Advertising exposurepurchased by the brandcomprising of purchasedmedia spaces, sponsoredlinks and sponsorship

Otherwise known asPR, this is the web pageranking system updatedby Google

A radio or televisionbroadcast that canbe downloaded fromthe internet so that itcan played via a mediaplayer (QuickTime, VLC,Windows Media, etc.)

The percentage of publicsthat have been exposedto data/content. It dif fersfrom «impressions»and «opportunities to see»

as it takes into accountthe actual numberof persons exposedto the coverage ratherthan the numberof «opportunities to see»to content

This refers to thepublicity given to an idea,organisation or person bythe media


ADVERTISINGDISPLAY :

A visual advertisingcampaign on the internetwith purchased mediaspace


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INDEXING :

All techniques enablinga presence in searchengine resultsand directories

REPUTATION :

The result of perceivedimages and/or expressedopinions leavingan impression with publicsat a given time

RESONANCE :

A characteristicof the relationshipthat a brand managesto weave with its various

stakeholdersand in particularits consumers .It refers to the powerevoked by these long-lasting images, memoriesand emotions

RETURN ONINVESTMENT (ROI) :

This means theprofitability rate of acampaign based on theactivities undertaken for it

RT :

Retweet: the actionof reposting or sendinga message postedby another user from

the microblogging siteTwitter

RSS :

Really Simple Syndication:a text format file informingan individual of the publication

of new contenton a website, blog, etc.

SEO/SEARCHENGINEOPTIMIZATIONNATURALINDEXING :

This refers to techniquesfor improving the positionof a website on searchengine results pages

SOCIAL MEDIA :

A dominant participatory

network such asFacebook, Twitter,Pinterest, Tublr and Figg.This type of networkallows its members to joincommunities and to shareknowledge and content.

ENGAGEMENTRATE :

The percentage of p

having liked, commeon or shared a publior having clicked on after having seen it

EXPANSION RAT

The percentage of p

(secondary audiencewho have hadthe opportunity to sor have been affecteby a message publishor shared by the braprimary audience


CONVERSION RA

This denotes the fraof visitors carryingout a given action(purchase, subscript

form submission, etccompared to the totnumber of visitors.

BOUNCE RATE :

The percentageof a site’s visitorswho leave immediateafter visiting the first(homepage for exam


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VISIBILITY :

VIRALITY :

The aptitudeof a company, brandor a product to be visibleto its publics

The phenomenonof the rapid circulationof content throughthe internet and socialnetworks

UV/UNIQUEVISITOR :

Number of internet userswho have made oneor several visits to a siteover a given period


To download for free the guidelines,

give some feedbacksand suggest new measurement tools :

www.referentieldelamesure.com


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guidelines measurement public relations

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