Transcript leedsmetleads AND…

ISSUES, CHALLENGES AND
OPPORTUNITIES IN MARKETING-PR:
an international perspective
Paul Willis
Centre for Public Relations Studies
Leeds Business School
[email protected]
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A BIT ABOUT ME
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20 years in practice: agency and in-house
deputy managing director of Ptarmigan
PR Week ‘Consultancy of the Year’
team of 50, £4 million turnover
two-thirds of our income from marcomms
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WHO I’VE WORKED FOR
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MY BRIEF FOR TODAY
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consider PR in a marketing context
a specific focus on evaluation
how do you measure PR’s impact on sales?
about a call to action: did you win or lose?
an international perspective/the bigger picture
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AND…
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RUNNING ORDER
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evaluation and public relations practice
useful evaluation models
issues to consider
the importance of a consultancy approach
case studies
the future
a health warning
conclusion
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1.
EVALUATION AND PR
PRACTICE
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HOT AIR AND RHETORIC
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MIND THE GAP
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A DOMINANT CONVERSATION
McCoy (2005) suggested that the most
common buzzwords in PR in the last ten
years have been evaluation and
accountability
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DON’T BE DEFENSIVE
• a challenge for all managers
• hard and complex for all functions
• accountability issues across marketing
“the historic rift between marketers and the
finance department, caused by marketing’s
reluctance to be accountable for what they do
is as marked as ever”
(Deloitte 2007)
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2.
USEFUL MODELS
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WHAT CAN BE MEASURED?
• input: quality of writing, graphics, research, creative treatment
• output: cuttings, readership, OTS, footfall, SMS read, website hits
• out-take: messages received, event participation, enquiries,
coupons, text replies
• outcome: awareness, attitudes, behaviour
• outflow: the cumulative effects over time, reputation
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WATSON AND NOBLE (2007)
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THE SHORT TERM MODEL
Media
analysis
Media
Simple
relations
objective
strategy
and tactics
YES/NO
Target
response
analysis
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THE CONTINUING MODEL
STAY ALIVE
Research
Objectives
set out
Strategy
Tactical
selection choices
Effects
Multiple
formal and
Effects
informal
chosen
analysis
SUCCEED
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EFFECTS-BASED PLANNING
• associated with management-by-objectives
a programme’s intended effects serve as the basis
from which all planning decisions are made
• set separate objectives for each public
• decisions based upon intended effects
• a continuing evaluation process
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3.
ISSUES TO CONSIDER
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EVALUATION AND RESEARCH
INTERNAL ENVIRONMENT
EXTERNAL ENVIRONMENT
Corporate & business
Identify key strategic issues
strategies
Identify implications
What must be
Policies
of issues on
Synthesis
communicated
Internal Issues stakeholders
Prioritise
issues
Strategic
communication plan
How must it be
communicated
Media plan
Employee
Comm plan
Stakeholder
plan
Analysis
Crisis comm
plan
Specific communication plans/campaigns/programmes
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UNDERSTANDING RESEARCH
The ‘What’
Facts & Data
The ‘Why’
The ‘So What’
Understand why
Insight
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WHY DEMOGRAPHY ISN’T INSIGHT
Demographic
male
born 1948
British
2nd marriage
affluent
well known
family
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SETTING REALISTIC OBJECTIVES
• SMART
• sort out PR objectives from other issues
• understand which is achievable
- easier to reinforce favourable opinions
- harder to neutralise hostile ones
• it is easier to get people to think than do
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ROGER’S ADOPTION PROCESS
Innovators
2.5%
Early
Early
Late
Adopters
Majority
Majority
Laggards
13.5%
34%
34%
16%
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IT’S MORE COMPLICATED THAN THIS!
Message
Domino
Knowledge
Domino
Attitude
Domino
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Behaviour
Domino
(From Grunig & Hunt, 1984)
COMPLEXITY OF THE ASK?
• Appeals to
– self-interest
– reason
– group interest
– societal interest
– altruism
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MULTI-FACETED COMMUNICATION
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4. THE IMPORTANCE OF A
CONSULTANCY APPROACH
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CRITICAL SUCCESS FACTOR
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BEING A CONSULTANT
Mindset
Knowledge
Process skills
Competencies
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5.
CASE STUDIES
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(Watson and Noble)
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1. Research
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Wordtracker and Yahoo
consumer search insight
pay-per-click for PR
1.3 million v 400,000
immediate impact
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2. Editing skills
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self taught
adapt and develop standard releases
optimise headlines and body copy
more weight placed on visible text
out-performs key word meta tags
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3. Hyperlinks
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attention deficit order (people are lazy)
hyperlinks embedded in first/second paragraph
unique hyperlink for PR
‘deep’ and ‘trackable’
quick link to the ‘purchase’ page
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4. Distribution
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5. Test
“airfare to Philadelphia”
“low fares”
“22 new daily non-stop flights with low
fares starting at $29 one-way”
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(Paine, Draper and Jeffrey, 2008)
www.instituteforpr.org
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ISOLATING PR’S IMPACT
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standard marketing package
Dallas/Fort Worth a unique PR component
‘Art Sunday’ at JCPenney
higher rates of sale
greater credit card usage
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6.
THE FUTURE
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Econometrics
(aka marketing mix modelling)
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7.
HEALTH WARNING
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SERGIO ZYMAN (2000)
“Marketing has to move consumers to action.
Popularity isn’t the objective. I don’t want
virtual consumption - the phenomenon that
occurs when customers love your product but
don’t feel the need to buy it…Convincing
consumers to buy your products is the only
reason that a marketer is in business.”
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DON’T GET STUCK IN THE FOOD CHAIN
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8.
CONCLUSION
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…ALWAYS REMEMBER
“not everything that counts can be
counted, and not everything that can
be counted counts”
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ANY QUESTIONS?
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