Best PR Research
Company successfully creates measurement standard for engagement
Creating a successful way to measure an audience’s engagement with your brand is no easy task, but research firm Determinus attempted—and won.
Measurement standards are hard to come by in public relations, but that didn’t stop Determinus from developing a successful measurement system for its client, the Strategies to Overcome and Prevent (STOP) Obesity Alliance.
Determinus’ efforts earned it top honors in the Best PR Research category in the 2012 PR Daily Awards. We congratulate GinaMarie Mangiaracina and Stephanie Mui for their work on this project.
The STOP Obesity Alliance wanted to measure how successfully it engaged the organizations that comprise its steering committee and associate members. The steering committee and associate members help the STOP Obesity Alliance further its mission of preventing the spread of obesity-related chronic diseases in America.
Determinus had to create a way to measure engagement that the Alliance could use in the future, as well as provide a basis for future comparisons. The result? Determinus created the METRIC Model (Measuring Engagement and TRacking Influencer Communications).
Determinus based the METRIC Model on a hierarchy of actions the Alliance wanted the organizations in its steering committee to take. These included participating in Alliance meetings and calls, contributing as guest bloggers to the Alliance blog, and participating in speaking events or conferences on behalf of the Alliance.
Determinus then grouped these actions into five categories based on the amount of involvement they required: limited, basic, intermediate, advanced and full engagement. Each category carried a point value between one and five. Accomplishing a task in the limited category earned an organization one point, whereas a task in the full engagement category earned an organization five points.
With the METRIC Model, the Alliance could numerically see how engaged the organizations were with its cause.
The results from the METRIC Model also allowed the Alliance to show sponsors the dedication and passion of each organization involved, as well as help the Alliance create strategic recruitment plans for the future.