1. Setting the Standard for Proving the Effectiveness of CommunicationSerbian Public Relations, Opportunity 2012 Novi Sad, Serbia November 29, 2012Don W. Stacks, Ph.D.Professor of Public Relations/Corporate CommunicationsDepartment of Strategic CommunicationUniversity of MiamiCoral Gables, FL 33124don.stacks@miami.edu Dr. Don W. Stacks 1

2. Movement toward Standardization Standard Nonfinancial Measures Traditional ContemporaryFrom: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The GuilfordPress. All rights reserved. Dr. Don W. Stacks2 3. Standards versus Best Practices Standards define anddetermine WHAT needs tobe measured Best practices illustrateHOW to best meet theobjectives of the standard Dr. Don W. Stacks 3 4. A Best Practices ModelFrom: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rightsreserved. Dr. Don W. Stacks4 5. What Is a Standard? An idea or thing used as a measure , norm, or model in comparative evaluations.* Why standards areimportant Comparative evaluation Professionalism Provides a stronger argument for inclusion at the managerial table*Source: Oxford English Dictionary Dr. Don W. Stacks 5 6. Standardizing Goals and Objectives Business Goal(s) & Objective(s)Public Relations Goal(s) Public Relations ObjectivesInformationalMotivational*Behavioral* - - - indicates benchmarks not being met and informational strategies need to be reframed or refocused. Dr. Don W. Stacks6 7. The Research ContinuumSecondary/ InformationalMotivationalBehavioral/Benchmark/Evaluation/Evaluation Evaluation Planned benchmarked evaluations TimeDevelopment(Evaluation) Refinement (Evaluation) Final Evaluation7From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rightsreserved. Dr. Don W. Stacks 8. The Concept ofCommunications Excellence The Excellence in Public Relations project (Grunig, (Ed.), 1992; Grunig,Grunig, & Dozier, 2002). Report said organizations practiced Excellence in Communications if: Senior management team was committed to communicationsexcellence Chief communications officer reported directly to the CEO Company was committed to tell the truth and prove it withaction PR and communication was more preventive than reactive PR efforts began with research, followed by strategic planning,followed by the communications (or action) stage and alwaysincluded an evaluation of communications effectiveness Company was committed to conducting communicationsresearch that focused upon outcomes and not just outputs Company was committed to education, training anddevelopment of its public relations and communicationsprofessionals Dr. Don W. Stacks8 9. Other Factors DefiningCommunications Excellence Judging criteria of major public relations awards Secondary research such as generally accepted practices (GAP) surveys such as theAnnenberg series Examinations of what various organizations are doing in terms of: Setting Objectives Research & Planning Identifying Target Audiences Evaluating Communications Excellence Establishing ROI measures for public relations and communicationsefforts Developing some general understanding about the contributionsof public relations and communications to the business bottom-line Dr. Don W. Stacks9 10. Defining ExcellenceCompanies that demonstrate excellence1. Understand that in the programming of a campaign during the developmental phase that the issue is first examined from its location on the communication lifecycle, set the functions goals parallel to the businesss goals, establish a baseline against which to evaluate the campaign and plan over time, and create three sets of measureable objectives (informative, motivational, behavioral) with targeted benchmarks;2. During the refinement phase actively measure objectives relative to expected targets and phases within that campaign, alter or change tactics based on benchmarks, and practice environmental scanning for unexpected events or actions; and3. Correlate the public relations nonfinancial outcomes (i.e., behavioral intentions) to business function financial outcomes as measureable ROI for its ROE planning Dr. Don W. Stacks 10 11. Excellence is found when1. The public relations function adopts standards of research that focus on the relationship between the companys and the public relations goals2. Establishes mutually supportive measurable objectives with targeted benchmarks3. That are measured and evaluated against baseline and expected non- financial outcomes,4. and correlating those findings with the data obtained by other functions financial outcomes so that they may be entered into whatever company decision-making strategies are employed (e.g., Six Sigma, Balanced Scorecard) Dr. Don W. Stacks11 12. Advanced Sets the Agenda LeadershipIntermediate Deep Connections CreativityBasicSetting Research &Outputs OuttakesOutcomesObjectivesPlanning (Tactics) (Influencers) (Results)The Excellence Pyramid Dr. Don W. Stacks 12 13. Examining an Excellent CompanyTop Fortune 500 CompanyPharmaceutical Industry Dr. Don W. Stacks 13 14. Phase I: Defining ExcellenceScaled SubjectiveExtraordinary (35%) Changes the agenda Demonstrates leadership Sets the agenda Transcendent / timeless Clearly strategic Creates 2-way dialogueExceptional (35%) Inspiring Memorable Emotionally Original Emotionally Global leadership CreativityCreative engaging connects Surprising CorporateExecutiveTeam support Equal status tootherdisciplines Globally aligned Essential (30%)Team Engagement (Ethical; Demonstrable employee support) Research & Outputs Outtakes Setting Objectives ResultsPlanning (Content)(Interpretation) Truthful/believable Replicable Links outputs to Communicates Clearly defined outcomesclearly (inc. easy toCreates clear Measurable impact audiences/stake- Identifies audience understand) brand/corporate on stakeholder holders needs Flawless executiondifferentiation relationships Objectives support Relevant/salient to (inc. well-written Communicates Measurable organisational goalstarget audiencesand error-freedesired impact on Clearly stated Research-basedmaterials)information behaviours and/or business objectives programme AddressesCreates a positiveattitudes Measurable Quantifiablestakeholder needs image Demonstrable ROI business objectives evaluation metrics Consistent implementation Single minded Integrated with other marketing disciplinesBinary Objective 15. Phase I: Defining Excellence % of impact on each level Through discussions withmanagement Understanding that eachcompany is a culture andwill view excellencedifferently 16. Phase I: Essential (30%) Team Engagement (Ethical; Demonstrable employee support)OutputsSetting Objectives (Content)Results Replicable Clearly definedTruthful/believable Measurable impactaudiences/stake- Communicates on stakeholderholders clearly (inc. easy torelationships Objectives supportunderstand) Measurableorganisational goals Flawless execution impact on Clearly stated(inc. well-written behaviours and/orbusiness objectives and error-free attitudes Measurablematerials) Demonstrable ROIbusiness objectivesAddresses Research & stakeholder needs Outtakes ConsistentPlanningimplementation (Interpretation) Single minded Links outputs toIntegrated with outcomes other marketingCreates clear Identifies audiencedisciplines brand/corporate needsdifferentiation Relevant/salient to Communicates target audiences desired Research-based information programme Creates a positive Quantifiable image evaluation metrics Dr. Don W. Stacks 16 17. Phase I: Exceptional(35%) InspiringMemorable Global EmotionallyCreativity Original Emotionally leadership Creativeengaging connects Surprising CorporateExecutiveTeam support Equal status tootherdisciplines Globally aligned Dr. Don W. Stacks17 18. Phase I: Extraordinary (30%)Sets the agenda Changes the agenda Demonstrates leadership Transcendent / timeless Clearly strategic Creates 2-way dialogue Dr. Don W. Stacks 18 19. Phase II: Evaluating Excellence1. Get the Basics Right4. Demonstrable Return on7. Continue to own categories or Investment specific issuesClearly established businessobjectives, research and planningConsider the most appropriateCo. can continue to achieveetc and tangible ROI measure for differentiation through consistent each campaign and factor inevolution of successful campaigns2. Link to Business Objectives an assessment of this at over time. Research & Planning stage.Challenge brand teams todemonstrate clearly how each5. Develop and Exploitcampaign will impact business Outstanding Core Insightsobjectives, e.g.: influence physicianbehaviour to achieve greater market Compelling core insight offers ashare, stimulate patient demand toclear platform for execution,increase sales of prescriptions creates differentiation andenhances the opportunity for a3. Measurable impacts on behaviours campaign to set the agenda.and attitudes6. Challenge and Encouragee.g.: implement highly-focused pre- Creativityand post-campaign researchamongst the target audience toSuccessful routes to creativity andmeasure the main messageemotional engagement were not/awareness/attitude the campaign is limited to bold or shock tactics.trying to impact before and after theactivity. 7. Continue to own categories orspecific issuesCo. can continue to achievedifferentiation through consistentevolution of successfulcampaigns over time. Dr. Don W. Stacks19 20. Revised Excellence Matrix Dr. Don W. Stacks 20 21. Essential: 35% Consultation / Collaboration Essential (50%)Local Op-Co consultation Team engagementSetting Outputs Objectives(Content)Results Objectives set in the Truthful/believable planning stage were Replicable Communicates Clearly defined achievedclearly Measurable impactaudiences/stake Flawless executionholders on stakeholder Addresses relationships, Objectives supportstakeholder needsorganisational Measurable impact on Consistentbehaviours and / or goals and values implementation Clearly statedattitudes Single-minded Demonstrable ROI,business objectives Integrated with Measurableincluding non-financialother indicators such asbusiness objectives marketing increased awarenessdisciplinesResearch & PlanningOuttakes (Interpretation) Links outputs tooutcomes Creates clear Identifies audiencebrand/corporateneedsdifferentiation Relevant/salient to Communicatestarget audiences desired Research-based informationprogramme Creates a positive Quantifiable evaluationimagemetrics Identifies obstacles &barriers to launch Executable programme Dr. Don W. Stacks 21 22. Extraordinary: 25%Global leadership Corporate EmotionallyExecutiveCreativityconnectsTeam support Equal status to Inspiring other disciplines Original Memorable Globally aligned Creative Emotionally Demonstrable Innovativeengagingemployee support Surprising Dr. Don W. Stacks22 23. Extraordinary: 25%Sets theagenda Changes the agenda Demonstrates leadership Transcendent / timeless Clearly strategic Creates 2-way dialogue Dr. Don W. Stacks 23 24. AdvancedSets theAgendaLeadershipIntermediate DeepCreativity ConnectionsBasicSetting Research & OutputsOuttakesOutcomesObjectivesPlanning(Tactics)(Influencers) (Results)The Excellence Pyramid Dr. Don W. Stacks 24 25. Setting the Standard for Proving the Effectiveness of CommunicationSerbian Public Relations, Opportunity 2012 Novi Sad, Serbia November 29, 2012Don W. Stacks, Ph.D.Professor of Public Relations/Corporate CommunicationsDepartment of Strategic CommunicationUniversity of MiamiCoral Gables, FL 33124don.stacks@miami.edu Dr. Don W. Stacks 25