StrategyOne’s measurement solutions begin with an understanding of your PR and business objectives and then combine media, Web and marketing analytics, business performance and primary research metrics to evaluate results against peers and identify opportunities to improve future program success.
All measurement solutions are custom-designed to align to your business and communication objectives and may include:
- Corporate Reputation Measurement
- Program Measurement
- Media Index Measurement
- Issue-Based Measurement
- Communications ROI
StrategyOne combines our proprietary technology, skilled business analyst team, and best of breed content and analytics solutions to deliver customized, scalable solutions for our clients. Our analysts are trained on the latest in social media tools and metrics. StrategyOne has strategic partnerships with Cision, Critical Mention, Factiva, Sysomos, and Crimson Hexagon among others.
StrategyOne fully endorses the “Barcelona Principles” for effective public relations measurement. The Principles were adopted in June 2010 by 200 delegates from 33 countries at the 2nd annual European Summit on Measurement. The Institute for PR, the Association for Measurement and Evaluation of Companies (AMEC), the Public Relations Society of America (PRSA), the International Communications Consultancy Organization (ICCO) and the Global Alliance all support the common standards.
Outcomes-based Measurement
We believe that the best strategic thinking is grounded in research and measurement is an integral part of the research cycle.
In developing and executing measurement programs, StrategyOne follows a process that identifies your goals, defines those goals in concrete terms, maps the industry, tests hypotheses, identifies optimal approaches, creates a framework of strategic options, and measures results.
Our process:
- Define the business objective(s) first; ensure communications/PR objectives align with the business objective, and then determine the metrics to be measured.
- Business and communications objectives must be measureable. We work with clients to ensure objectives are SMART: Specific, Measurable (i.e., data can be collected that is accurate & complete), Actionable, Relevant and Timely.
- Metrics will depend on the business objective: Increased awareness/preference will require survey research; key message delivery means media analysis and increased engagement will require a combination that includes web analytics.
- Establish your benchmark. This should include an understanding of the competitive environment to identify areas of opportunity and points of differentiation.
- Determine how frequently measurement is required. Once a baseline is set, determine if you need reports post-initiative or on a monthly/quarterly basis for the duration of the program.
- Frequently review business and communications objectives; when they change, the measurement must change accordingly.
- Define ROI by determining what action, opinion or business metrics you need to show results. These can differ based on the audience for measurement reporting.
Measurement Maturity Model
As companies evolve, desired objectives and outcomes evolve as well. While companies in the early phases of the model may seek to impact awareness or attention, companies in more advanced phases may develop initiatives with the goal of impacting sentiment, perception, influence, advocacy, trial, or purchase.
Corporate Reputation Measurement
StrategyOne helps clients understand and leverage their corporate reputation in order to improve each organization’s overall position in its respective industry. We help identify the specific stakeholders instrumental to your success and discover whether their current opinions will help or hinder progress toward your goals. When gauging your reputation, StrategyOne creates the initiatives that will carry the greatest weight with critical stakeholders. In the end, you’ll come away with the strategies that will build your corporate reputation, not just for today, but also for whatever might come your way in the future.
Program and Event Measurement
StrategyOne’s program and event measurement offering provides our clients with tactical diagnostics that articulate changes in sentiment, prominence of key topics in public discourse, and feedback on the dissemination and reverberation of messaging across a comprehensive spectrum of media channels and key stakeholder groups.
Media Index Measurement
A Media Index provides a method of measuring a PR program’s success across platforms, initiatives, and issues. The index value is calculated as the weighted sum of measurement variables such as media relevance, tone of coverage, key message pull-through, and reach.
Issues-Based Measurement
StrategyOne’s issue-based measurement solution provides an overview of an industry, a geographic market, or issue by identifying topics driving discussion, key competitors and influencers cited in coverage, messages that are communicated, and top outlets/journalists leading the discussion.
ROI Measurement
StrategyOne consults with our clients to deliver solutions that quantify PR and communications spend. In our experience PR is a significant driver of business results and is increasingly requested to demonstrate those results as a return on investment (ROI): increase in revenue through program efforts or a decrease in expenses.
StrategyOne leverages econometrics models and primary research to calculate ROI for some of its retail and technology clients.
