Selecciones - Webs

584
Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
17. Public Relations,
Publicity, and Corporate
Advertising
© The McGraw−Hill
Companies, 2003
Figure 17-5 The Ketchum Effectiveness Yardstick (KEY)—a strategic approach to the measurement of public
relations results
At Ketchum, we believe strongly that it is possible to measure public relations effectiveness. We also believe strongly that
measuring public relations results can be done in a timely and cost-efficient manner.
Our strategic approach to public relations measurement involves a two-step process:
1. Setting in advance very specific and clearly defined public relations goals and objectives, and,
2. Pinpointing those levels of measurement that are crucial to the organization in determining to what extent those
specific public relations goals and objectives have been met.
In the model, there are three levels for measuring PR effectiveness:
• Level #1—the Basic level for measuring public relations OUTPUTS. This measures the amount of exposure an organization
receives in the media, the total number of placements, the total number of impressions, and/or the likelihood of
having reached specific target audience groups. Research tools often used when conducting Level #1 measurement
include content analysis or publicity tracking studies, secondary analysis, segmentation analysis, and basic public opinion
polls.
• Level #2—the Intermediate level for measuring public relations OUTGROWTHS. Outgrowths measure whether or not target
audience groups actually received the messages directed at them, paid attention to them, understood the messages,
and retained those messages in any shape or form. Research tools often used when conducting Level #2 measurement
include focus groups; in-depth interviews; telephone, mail, face-to-face, or mall intercept surveys; testing techniques;
and recall studies.
• Level #3—the Advanced level for measuring public relations OUTCOMES. This measures opinion, attitude, and/or behavior
change to determine if there has been a shift in views and/or how people act when it comes to an organization, its
products, or its services. Research tools often used when conducting Level #3 measurement include before-and-after
studies, experimental and quasi-experimental research, ethnographic studies, communications audits, and multivariate
analyses of data.
• The different levels of measuring public relations impact can be plotted on a yardstick in a hierarchial fashion. Here is a
graphic displaying the KETCHUM EFFECTIVENESS YARDSTICK (KEY), which summarizes from left to right these levels of
public relations measurement:
Level #1 Level #2 Level #3
Basic—Measuring Intermediate—Measuring Advanced—Measuring
OUTPUTS OUTGROWTHS OUTCOMES
Media placements Receptivity Opinion change
Impressions Awareness Attitude change
Targeted Comprehension Behavior change
Audiences Retention
More detailed information about Ketchum’s strategic approach to measuring public relations effectiveness may be
obtained by contacting Graham Hueber, Vice President and Director of Research at Ketchum.