Setting Goals: We understand that the key to effective measurement is to first set clear goals. Every Ketchum program includes well-articulated, effective, measurable goals that drive business performance. This means that we evaluate and quantify performance on all agency work. In this way, Ketchum recently co-authored the standard approach to PR goal-setting for the Institute of Public Relations.
What We Measure: We measure the impact of public relations on three levels: outputs, outcomes, and business results. PR produces media results (outputs) that drive consumer change (outcomes) that enhance business performance. Ketchum staff chaired the group that wrote the Public Relations Society of America's standards for what to measure and what tools to use.
How We Measure: We believe that effective measurement usually requires a combination of these techniques because there is no single, one-size-fits-all measurement tool or method to evaluating PR results. Outlining clear objectives and desired outputs and outcomes before a program is begun is critical for effective measurement.
Principles of Measurement: The Barcelona Principles are a series of standards and practices to guide measurement and evaluation of public relations that were developed by the International Association for the Measurement and Evaluation of Communication and Institute for Public Relations. The development of these was led by Dr. David Rockland, Managing Director of Ketchum Global Research Network. The seven principles are as follows:
- Importance of Goal Setting and Measurement
- Measuring the Effect on Outcomes is Preferred to Measuring Outputs
- The Effect on Business Results Can and Should Be Measured Where Possible
- Media Measurement Requires Quantity and Quality
- AVEs are not the Value of Public Relations
- Social Media Can and Should be Measured
- Transparency and Replicability are Paramount to Sound Measurement