Archive for September, 2010

Measuring PR – Outputs, Out-takes and Outcomes

I came across some insightful research from the Institute for Public Relations recently that I thought it might be worthwhile to share…

IPR’s research indicates the power of using metrics (units of measurement) to track PR, and they have developed a neat methodology for what to measure, and how to measure both the process and the results of those processes.

The three metrics in their research are:

Outputs – outputs are the actual mechanisms of PR, the products you might produce, whether they are media releases, tweets and blogs, brochures, e-newsletters… the tangible evidence of your campaign.

Out-takes – these are the key messages that you want your audience to take away as a result of your outputs, i.e. buy more of this, rather than that.

Outcomes – the change in behaviour or in purchasing that the author wants to see happen.

So… to take one of their own case studies as an example, SouthWest Airlines, who when launching a new route, successfully used the three key metrics to measure the direct financial impact PR had on the business’ growth.

In this particular campaign, there were several recognised phases: beginning with ‘word of mouth’, then moving on to a media blitz, which was then followed by direct mail and emails to individual customers.

The use of the three ‘O’ metrics in charting Southwest’s PR effectiveness can be summarised thus:

Business Goal: Sell more plane tickets.

Communication Objective: Drive traffic to website from media releases and media stories.

Output: Media releases—number of articles released, amount of news coverage generated.

Out-takes: Increased market awareness of the brand, and of the new route currently being promoted.

Outcomes: Number of tickets sold on target route

Result: Over $40 million in ticket sales from media releases.

It makes sense to measure PR, in the same way one might measure any other input or output of the cost of doing business.  Equally, tracking the different phases of a PR campaign, then adjusting the different elements, enables you to fine tune your campaign in order to maximise results.  In other words, to borrow military jargon, it is a process known as ‘shoot and recalibrate’.

By being strategic and flexible in the way you plan and implement your PR strategy, and measuring its effectiveness, you will be sure to hit your targets every time.

Yours in PR,

Publicity Queen

Profile of a Blogger and How to Reach Them

Here at Publicity Queen we have been giving some thought to blogging, and what better place to do it than here, inside our very own PQ Blog.

Specifically, we were wondering just who are the bloggers, and in our research came across some very interesting findings…

Our friends at Flowtown have released a fascinating report that outlines the profile of a blogger – and here are the major findings:

  • There are currently almost 144,000 blogs on the internet worldwide
  • 67% of bloggers are male
  • 29% are aged 25-34, and a further 25% are aged 35-44
  • 44% are university graduates
  • Worldwide, 48% of all bloggers are in the US, 26% are in Europe, with only 10% in the Asia-Pacific

Importantly, to answer the question about just how much $$ do blogs generate for the bloggers… for bloggers who are self-employed, on average, blogs generate US$120,000 per annum.

To read the Flowtown report in full, complete with a nice graphic representation of the results, click here.

So, what can we take from all of this…

Our region, Australia and Asia-Pacific, is under-represented in the blogosphere as a whole, and following Adam Smith’s law of scarcity, localised content about your local market therefore has an increased value.

So how do you reach bloggers and get your message across?  Now that we know who the bloggers are, be aware that you are primarily pitching your message to well-educated folks who are self-employed, and your content to get good cut through needs to be:

a) timely
b) clever
c) innovative/new.

Importantly, be aware messages that are obviously just blog-formatted advertisements or unaltered media messages, WILL NOT GET PICKED UP.  Bloggers are by nature highly intelligent, cynical and not easily impressed.  Your blog needs to be authentic, original and ADD VALUE.  It needs to tell people something new, save someone time or money, or solve a problem for them.

Solving a problem could mean – where do I find a supplier for this, or how can I decide between this car or that one.  Regular blogging over time, with quality and insightful content, will build the brand of your blog so that you develop a regular following, your posts will be re-tweeted to others, thereby building concentric circles of authenticity for you, and thereby for your brand.

Note to self – let’s make sure we here at PQ are living up to our own standards!  I hope so…

Your in PR

Publicity Queen

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