Fraser Likely, the Coco Chanel of Measurement
by Katie Delahaye Paine
For his 2013 IPRRC paper, Fraser Likely developed a theoretical framework that is to measurement what Coco Chanel's little black dress was to fashion. He presented this framework in a paper entitled "Public Relations/Communication Department Reporting: What Information Do CEOs Truly Need?"
Leave it to Fraser to aim straight for the heart of what clients have been wondering for a very long time. He conducted interviews with executives and combined them with a literature review to develop a theoretical framework modeled after Peter Ducker’s Information Executives Truly Need. Fraser's framework -- like Coco’s little black dress -- is simple, elegant, and based on what the market is starving for. And it is based, not on second-hand information, but on direct interviews with CEOs.
Fraser's framework proposes that any CEO needs five types of information:
1. Foundation Information:
- Information on historic budget allocation
- Information from benchmarking budgets allocated to the function (FTEs; salaries; total budget; agency costs; etc.)
2. Productivity information:
- Information on process efficiencies (tasking; production; delivery; approval)
- Information on legacy program requirements
3. Competence information:
- Data on the PR/C team core vs. non-core competenteces.
- Data on PR/C team and individual performance as well as organizational relationship and networks.
- Information on corporate result indicators: corporate trust/reputation; stakeholder relations; employee engagement
4. Resource Allocation Information:
- How resources, capital, and people have been allocated within the PR and communications function.
- Information on the allocation of resources against organizational priorities/objectives
- Information on the benefit-cost ratio for proposed new investments
5. Environmental information:
- Information on stakeholders and publics (and risks inherent in their positions) for input into the organization’s future, intended strategy formulation process
- Information on the state of current strategy execution across the organization and any communicative obstacles
- Information from internal silo boundary spanning about strategy execution discontinuities as input into the organization’s emergent strategy formation process
Katie Delahaye Paine is Chairman, KDPaine & Partners, (a Salience Insight company), and Chief Marketing Officer of News Group International. KDP&P delivers custom research to measure brand image, public relationships, and engagement. Katie Paine is a dynamic and experienced speaker on public relations and social media measurement. Click here for the schedule of Katie’s upcoming speaking engagements. Katie and Beth Kanter are authors of the book “Measuring the Networked Nonprofit,” published last year by Wiley.The Measurement Standard is a publication of News Group International.