paine pr measurement checklist[1]

8/18/2019 Paine PR Measurement Checklist[1]

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The PR Measurement Checklist:What you need to know beforeyou start a measurementprogramStep 1: Defining your objectives

1. What are your oganization’s key goals for this year 2. What are your department’s key goals for this year 3. What do you hope to accomplish with your measurement report?

Get budget appro ed!ncrease budget!ncrease head countGet more internal supportGet more e"ternal support#ustify my e"istenceGet a raiseGet promoted

Step 2: What audiences are you targeting?

$ow does a good relationship with your arious target audiences benefit your organization?

1. !ncreases sales2. !ncreases attendance3. !ncreases donations%. !ncreases likihood of direable legislation passing&. !ncrease preference

'. Gets messages out(. !mpro es employye retention). !mpro es employee loyalty*. !mpro es customer retention1+. !mpro es customer loyaty11. !mpro es likelihood of purchase12. ,ttracts new customers13. ,ttracts new prospects

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1%. ,ttracts new donors potential donors1&. !ncreases amount of purchase1'. !ncreases fre/uency of purchase1(. 0oosts stock price1). !ncreases profitability

1*. educes turno er 2+. ecreases time to market21. ecreases number of complaints22. ecreases absenteeism

Step 3: Set priorities

ow you need to prioritize your audiences based on your responses to the last two /uestions.

4ou ha e a total of 1++ points to allocate. ow award those points to the audiences you ha eselected in order of their importance to your organization5 based on your answers to /uestion %.

Step 4: Determine a benchmark

Who or what keeps your boss up at night? !n other words5 what are the competiti e threats or percei ed competiti e threats to your organization?

0ased on your answers to /uestion ' 6elect from the following lists to determine what you will be comparing your results to7

8ompetitors named in 9uestion '!ndustry benchmarks4ourself o er time:ast year’s results-eer companies

Step : Se!ecting the right measurement too!

!f your answer to /uestion 1 inludes increase awareness5 attitude change or education you willneed to conduct a sur ey.

o you ha e email addresses for all those you want to sur ey?o you ha e telephone numbers for all those you want to sur ey?

!f you are seeking to measure sales and leads5 you should be tracking web site traffic

!f you are measuring media relations you will need to consider the following criteria in yourmeasurement efforts.

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;one of co erage 6hare of oice s the competition 6hare of discussion s. the competition 6hare of spokesperson isibility

egree to which you ha e communicated key messages egree to which you are fa orably or unfa orably positioned on key industry issues

,udience reached

-rominence of co erage < the isibility of your brand within the story ominance of co erage < the e"tent to which your brand dominates the co erage or is

subser ient to another brand-roacti e s. reacti e media=ey analysts /uoted;ype of analyst /uoted

=ey reporters =ey publications =ey topics or sub>ects ;ype of article check all that apply@

AAAA:etter to the editor AAAABditorial AAAA-roduct re iew AAAA-roduct brief AAAA!ndustry round up AAAA,pplication article AAAA,rticle about the competitionCther _____________________________________ =ey messages:ist below7

1.AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA2. AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA3. AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA%.AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA&. AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

!ndustry issues7 AABmployer of choice AA!n estment of choice Dinancial strength@ AAEendor of choice Good best alue for the money@ AAGood corporate citizen AABn ironmentally responsible AAGlobal leadership

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AACther AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

Cther AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAA

-rominence Crganization is mentioned in the headline5 photograph or caption Crganization is mentioned in the top 2+F of the article

Crganization is mentioned in the bottom )+F of the article

ominance Crganization is the focal point Crganization is one of se eral mentioned Crganization is only mentioned in passing Cther AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

6ub>ects click all that apply@ Dinancials anagement changes ew product launch specify product names@AAAAAAAAAAAAAAAAAAAAAAAAAAAA

8o erage of crisis or scandal specify@ AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA erger or ac/uisition 8ustomer

8orporate philanthropy !ndustry

Cther AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

!nfluencers and key spokespeople8ompany spokespeople pro ide names@

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

8ompetitors spokespeople pro ide names if a ailable@ _______________________________________________________

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_______________________________________________________ _______________________________________________________ _______________________________________________________

!ndustry analysts Dinancial analysts Go ernment officials Bducators Cther AAAAAAAAAAAAAAA

Cther considerations

,ppro"imately how many clips a month appear about you and the competition7 AAAAAA !f you are currently recei ing more than 2&+ articles per month you may want to considercomputer aided content analysis.

$ow fre/uently do others in your company report results?

$ow often would you like to see a - measurement report?

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paine pr measurement checklist[1]

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