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PR and Measurement
R.A.C.E Basics <ul><li>R:  Research </li></ul><ul><li>A:  Action or Planning </li></ul><ul><li>C:  Communication </li></ul...
E: Evaluation <ul><li>Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR ac...
Measuring <ul><li>Assessment of Objectives </li></ul><ul><li>Agreed PRIOR to campaign </li></ul><ul><li>Adds to the “botto...
Measurement Levels   <ul><li>Basic  Measure Production </li></ul><ul><li>Intermediate  Measure Exposure </li></ul><ul><li>...
Production <ul><li>Counting  </li></ul>Quantity NOT Quality
Exposure <ul><li>Press Clippings </li></ul>Wire Services Social Media Impressions Web Hits Advertising Equivalency ROI  In...
Press Clipping <ul><li>Manual vs digital </li></ul><ul><li>Collection of coverage </li></ul><ul><li>Clips, radio bits, TV ...
Impressions <ul><li>Potential eyeballs </li></ul><ul><li>Measure exposure </li></ul><ul><li>Just an estimate </li></ul><ul...
Web Hits <ul><li>Google Analytics </li></ul><ul><li>Page views </li></ul><ul><li>Time on site/page </li></ul><ul><li>Entra...
Advertising = <ul><li>Compares PR to paid ads </li></ul><ul><li>Unreliable </li></ul><ul><li>Not used anymore in PR measur...
Information Requests <ul><li>Visit to special website or phone number </li></ul>
Attendance <ul><li>Number of people who showed up. </li></ul><ul><li>Not reliable due to apathy, awareness, weather, other...
Attitude and Change <ul><li>Awareness </li></ul>Attitude Baseline Study Sales  1 2 3 3 4 1 Day After Recall 5
Objectives MATTER <ul><li>Measurement must acknowledge sales, attendance or awareness </li></ul><ul><li>“ Tell ‘em what yo...
New Trends in Measurement <ul><li>Shonali Burke at PRSA 2010 </li></ul><ul><li>http: //podcast . prsa . org/pr/prsa/blog-p...
Credits Andrea Genevieve Michnik Intro to PR St. Edwards University- Spring 2011 E-mail:  [email_address] . edwards . edu ...
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PR Measurement

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Transcript of "PR Measurement"

  1. 1. PR and Measurement
  2. 2. R.A.C.E Basics <ul><li>R: Research </li></ul><ul><li>A: Action or Planning </li></ul><ul><li>C: Communication </li></ul><ul><li>E: Evaluation or Measurement </li></ul>
  3. 3. E: Evaluation <ul><li>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. </li></ul>
  4. 4. Measuring <ul><li>Assessment of Objectives </li></ul><ul><li>Agreed PRIOR to campaign </li></ul><ul><li>Adds to the “bottom line” </li></ul>
  5. 5. Measurement Levels <ul><li>Basic Measure Production </li></ul><ul><li>Intermediate Measure Exposure </li></ul><ul><li>Advanced Measure Attitude/Change </li></ul>3
  6. 6. Production <ul><li>Counting </li></ul>Quantity NOT Quality
  7. 7. Exposure <ul><li>Press Clippings </li></ul>Wire Services Social Media Impressions Web Hits Advertising Equivalency ROI Information Requests Attendance
  8. 8. Press Clipping <ul><li>Manual vs digital </li></ul><ul><li>Collection of coverage </li></ul><ul><li>Clips, radio bits, TV minutes, Facebook “likes” </li></ul>
  9. 9. Impressions <ul><li>Potential eyeballs </li></ul><ul><li>Measure exposure </li></ul><ul><li>Just an estimate </li></ul><ul><li>Circulation X Coverage </li></ul><ul><li>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) </li></ul>
  10. 10. Web Hits <ul><li>Google Analytics </li></ul><ul><li>Page views </li></ul><ul><li>Time on site/page </li></ul><ul><li>Entrance paths </li></ul><ul><li>Pre and Post PR </li></ul>
  11. 11. Advertising = <ul><li>Compares PR to paid ads </li></ul><ul><li>Unreliable </li></ul><ul><li>Not used anymore in PR measurement </li></ul><ul><li>Column inches compared to ad cost </li></ul><ul><li>Ex: 1 column inch cost $100 and your story ran 5 column inches. Story “worth” $500 </li></ul>
  12. 12. Information Requests <ul><li>Visit to special website or phone number </li></ul>
  13. 13. Attendance <ul><li>Number of people who showed up. </li></ul><ul><li>Not reliable due to apathy, awareness, weather, other noise/important events </li></ul>
  14. 14. Attitude and Change <ul><li>Awareness </li></ul>Attitude Baseline Study Sales 1 2 3 3 4 1 Day After Recall 5
  15. 15. Objectives MATTER <ul><li>Measurement must acknowledge sales, attendance or awareness </li></ul><ul><li>“ Tell ‘em what your going to do, do it and then tell ‘em how you did it.” </li></ul>
  16. 16. New Trends in Measurement <ul><li>Shonali Burke at PRSA 2010 </li></ul><ul><li>http: //podcast . prsa . org/pr/prsa/blog-post . aspx ?id=3625 </li></ul>
  17. 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
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