PR Measurement

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  • 1. PR and Measurement
  • 2. R.A.C.E Basics
    • R: Research
    • A: Action or Planning
    • C: Communication
    • E: Evaluation or Measurement
  • 3. E: Evaluation
    • Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.
  • 4. Measuring
    • Assessment of Objectives
    • Agreed PRIOR to campaign
    • Adds to the “bottom line”
  • 5. Measurement Levels
    • Basic Measure Production
    • Intermediate Measure Exposure
    • Advanced Measure Attitude/Change
    3
  • 6. Production
    • Counting
    Quantity NOT Quality
  • 7. Exposure
    • Press Clippings
    Wire Services Social Media Impressions Web Hits Advertising Equivalency ROI Information Requests Attendance
  • 8. Press Clipping
    • Manual vs digital
    • Collection of coverage
    • Clips, radio bits, TV minutes, Facebook “likes”
  • 9. Impressions
    • Potential eyeballs
    • Measure exposure
    • Just an estimate
    • Circulation X Coverage
    • Ex: Magazine circulation of 140,000 and you had one article. Imp= 140,000. (3 releases, 106 stories, 486 online mentions and then 108 million impressions)
  • 10. Web Hits
    • Google Analytics
    • Page views
    • Time on site/page
    • Entrance paths
    • Pre and Post PR
  • 11. Advertising =
    • Compares PR to paid ads
    • Unreliable
    • Not used anymore in PR measurement
    • Column inches compared to ad cost
    • Ex: 1 column inch cost $100 and your story ran 5 column inches. Story “worth” $500
  • 12. Information Requests
    • Visit to special website or phone number
  • 13. Attendance
    • Number of people who showed up.
    • Not reliable due to apathy, awareness, weather, other noise/important events
  • 14. Attitude and Change
    • Awareness
    Attitude Baseline Study Sales 1 2 3 3 4 1 Day After Recall 5
  • 15. Objectives MATTER
    • Measurement must acknowledge sales, attendance or awareness
    • “ Tell ‘em what your going to do, do it and then tell ‘em how you did it.”
  • 16. New Trends in Measurement
    • Shonali Burke at PRSA 2010
    • http: //podcast . prsa . org/pr/prsa/blog-post . aspx ?id=3625
  • 17. Credits Andrea Genevieve Michnik Intro to PR St. Edwards University- Spring 2011 E-mail: [email_address] . edwards . edu @AndreaGenevieve All photos protected under Flickr Creative Commons