文档介绍：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 petitor 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 bination 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 results
Remember