奥美Measuring a Public Relations Program The Ogilvy PR Way029.pptVIP

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奥美Measuring a Public Relations Program The Ogilvy PR Way029.ppt

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奥美Measuring a Public Relations Program The Ogilvy PR Way029.ppt

Measuring a Public Relations Program The Ogilvy PR Way Greater China Differential Influence Master Class August 24-26, 2003 Today’s agenda Introduction Why measure a public relations program in the first place? Are there times when measurement is not needed? Measurement as a mindset How measurement creates value internally But more importantly, externally Finally, a brief introduction to our MET Introduction I thought this was going to be an easy presentation After all, Ogilvy PR has a whole tool box full of measurement tools We touched on many yesterday And will do a few more later today So when I was kindly asked to do a short training on measuring a public relations program, I felt relieved Introduction: my box of tools Number of clippings Key message pickup Ad space equivalent Competitor analysis Number of press attending a press conference Hot leads Third-party endorsements Word of mouth BrandShield BrandSight Quantitative research Qualitative research Benchmarking Media audit The list could go on, depending on the program….. Introduction: reality check But then this email arrived from HK: “Please give some thought to outlining the Ogilvy PR way of measurement - a corridor of expectations rather than a menu of options.” What to do? Why measure? After all, measuring in PR is not an exact science….how to explain clearly Easier in advertising and in direct marketing And developing an Ogilvy PR way of looking at measurement seemed, well, a bit of a challenge When I asked my colleagues for any input, they general response was “good luck, we have nothing to offer” Why measure? But as I began thinking about this, from the day-to-day account work we do, there is an Ogilvy PR way of looking at measurement We often just don’t know it It is never one approach or single set of tools But a combination of a variety of quantitative and qualitative and even creative, approaches Why measure? The industry is changing No longer quantity that counts CEOs want to see r