Transcript
Advertising has traditionally dominated the
media landscape,
2
but other forms of marketing are taking center stage,
such as digital media,
flickr user rheauchyr
social media,
and public relations.
And, marketing dollars are
moving toward these channels.
5
………………………………………………………………………………………………………………………………………………………………………………………………………….
In 2005, for every $56 spent on advertising,
only $1 was spent on PR.
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Today, the PR:advertising ratio is $1:$44
This $1:$56 ratio is moving in PR’s favor…
And in 2012 it will be $1:$40.
TV advertising: $56 billion
Internet advertising: $23 billion
Direct Marketing: $48 billion
Newspaper: $30 billion
Magazine Advertising:$18 billion
PR:$4 b
Data: Zenith Optimedia Analysis: Burson-Marsteller
PR spend will
increase 35%,
Zenith Optimedia
Burson-Marsteller
So, from 2005 to 2012,
and advertising spend will
decrease 3%.
Data: Zenith Optimedia Analysis: Burson-Marsteller
Why is thisshift happening?
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Because data proves that effective PR
programs drive value…
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A well-communicated
corporate mission and
purpose can impact a
company’s financial
performance by
up to 17%.
Burson-Marsteller EMEA and IMD data11
Globally, companies with the most
effective internal communications
programs have 47% higher returns to
shareholders.
Watson Wyatt data12
Case Study:
Real estate website casa.it increased the
number of paying agencies on its
website by 24% after optimizing its
digital and social media
communications channels.
13Burson-Marsteller Case Study
Case Study:
The World Wildlife Foundation awarded
the green light to Norwegian cod fishing and exports increased by up to 34% after a
public relations program restored
public opinion about the sustainability of
cod fishing in Norwegian waters.
14Burson-Marsteller Case Study
Case Study:
Research-based messaging about the
ease of bypassing common home
security systems increased the sales of home insurance products 44% for a
leading regional insurance company.
15Burson-Marsteller Case Study
Case Study:
A New York City Board of Elections public education
campaign resulted in 84% of New Yorkers
reporting that they were confident
about how to use a newly-implemented
voting system.
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SET MEASURABLE OBJECTIVES:Highly effective
communicators are 3 times more likely
to have a formal measurement program.
Watson Wyatt data18
FOCUS ON OUTCOMES:
53% of highly effective communicators are
increasing use of outcome metrics – as compared with only 34% of less
effective communicators.
Watson Wyatt data19
And, apply an EVIDENCE-BASED
APPROACH.
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Measurement(end)
Monitoring (on-going)
Insights(beginning)
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UseDATA-DRIVEN
INSIGHTSto justify everycomponent of
a communicationsprogram.
Measurement(end)
Monitoring (on-going)
Insights(beginning)
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MEASURE CONTINUOUSLY,
not just at the end of a program.
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Measurement(end)
Monitoring (on-going)
Insights(beginning)
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Burson-Marsteller has developed
TOOLS to quantify PR results, such as…
Measurement(end)
Monitoring (on-going)
Insights(beginning)
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the Message Gap Analysis…
Company Message
Mainstream Media
Message
48%Gap
Measurement(end)
Monitoring (on-going)
Insights(beginning)
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the Social Media Check-Up…
Presence Visibility
Reputation Capabilities
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Engagement
Measurement(end)
Monitoring (on-going)
Insights(beginning)
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and the Purpose & Performance
Audit.
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Purpose
Communication
Purpose
Impact
Financial
Performance
timepast 2005 2009
Financial Performance
Measurement(end)
Monitoring (on-going)
Insights(beginning)
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An Evidence-Based Approach…
a focus on outcomes,
Measurement(end)
Monitoring (on-going)
Insights(beginning)
with measurable objectives,
and continuous measurement =
Ashley Welde
Director, Evidence-Based Communications
Burson-Marsteller
ashley.welde@bm.com
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