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Measurement & Evaluation
 

Measurement & Evaluation

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This slideshow discusses measurement and evaluation techniques in public relations campaigns.

This slideshow discusses measurement and evaluation techniques in public relations campaigns.

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    Measurement & Evaluation Measurement & Evaluation Presentation Transcript

    • Measurement & Evaluation PR 313
    • Success of Failure?
      • How will you determine if your strategic plan and campaign was a success?
    • “ The Final Step”
      • The final step in your planning is to determine how you will measure and define “success”
        • This will be the metric used to determine if your campaign was a success or failure
      • At the end of your campaign, you should evaluate based on the metric that was agreed upon at the beginning
    • Why Evaluate?
      • To document success
      • To encourage future work
      • To justify your expenses
      • To improve your future campaigns
      • To build credibility
      • To determine a basis for the next campaign
      • To promote the value of PR in your organization
    • Things to Consider
      • Was the campaign well planned?
      • Did the recipients understand the message?
      • What improvements can be made?
      • Did you achieve your stated goals?
      • Was the budget adequate?
      • What is replicable for future campaigns?
    • Measuring Success
      • There is a tendency for many PR practitioners to measure their output, rather than the achievement of their goals
        • For example, collecting press clippings is not enough
    • Measurement
      • In order to measure success, you must first define it
      • As part of your research and strategic planning phase, you and your client need to agree on realistic goals for accomplishment
      • This ensures that your work will be recognized and disagreements will be minimized
    • Examples
      • A defined increase in sales
      • A specific number of mentions in the press
      • A measured increase in public awareness of a brand or service
      • A pre-determined increase in customer direct inquiries about a product or service
    • Clients from Hell
      • The worst case scenario is ambiguous, ill-defined goals
      • This invites the client to challenge your work and effectiveness
    • Clip Counting
      • A physical counting of press placements will measure productivity
      • This may not truly represent success
      • There is a temptation to send out excessive releases to manipulate the perception of productivity (and add to the client’s bill)
    • How to Get Clips
      • Do not ask a journalist to send you a clip
      • There are several services you can use:
        • Cision
        • Burrelle’s/Luce Press Clippings
      • These services are now offered online
    • Online Tracking
      • Cision’s MediaSource
      • CisionPoint
    • Message Impressions
      • These services track “media impressions” (a.k.a. “gross impressions”) to detail how many people were exposed to the message
        • This factors in the circulation and/or reach of the media outlets that carried your message
    • Example
      • A campaign for a new soda is mentioned in several newspapers and magazines
      • Add up the circulation of these publications to get the estimated “media impressions”
    • Media Impressions
      • Useful to track the penetration of a message
      • However, the number can be misleading
      • This number does not reflect how many people actually saw the message – only how many were exposed to it
    • Advertising Value Equivalency
      • Since story placements are “free,” there is an equivalent dollar value for the exposure
      • What would it have cost your client to get the same sort of exposure via paid placement advertising?
      • The AVE calculates the estimated value of the exposure (in ad dollars)
    • AVE
      • AVE helps to justify the expense of your PR campaign costs
      • However, it is not without controversy
        • Not all media coverage is positive
        • The value of the story space requires some subjective judgment and is prone to exaggeration
    • Systematic Content Analysis
      • Many of these software programs track the intricacies of the media coverage
        • Positive vs. negative coverage
        • Relationship of the coverage vs. your competitors
        • Contextualization of your coverage compared to the overall placement opportunities in the media outlet
    • Other Forms of Evaluation
      • Monitor the Internet
        • This includes “gripe groups” (anti-client blogs)
      • Toll-free numbers
        • How proactive are your customers?
    • Cost per Person
      • It can be difficult to compare the value of impressions across various forms of media
      • The CPM (cost per thousand) index helps you assign a dollar value to the expense of reaching 1,000 people in a particular media genre
    • Calculating CPM
      • Divide the total number of media impressions by the cost of your campaign
      • Example: A $10 million campaign that reaches 100 million people would have a CPM of $10. (It costs $10 to reach 1,000 people).
    • Monitoring Online Chatter
      • PR Newswire recently launched eWatch , a service that allows you to track what people are saying about your client online
    • Measurement of Audience Awareness
      • How many people know about your message or campaign?
      • You can conduct surveys to determine the “audience awareness”
    • “ Audience Attitudes”
      • How does the public feel about your company, brand, product or service?
      • You can measure “audience attitudes” using benchmark studies that test attitudes both before and after exposure to the message
    • Audience Action
      • What action does the audience take as a result of the exposure to your message?
        • Do they buy your product?
        • Do they talk about you?
        • Did they request more information?
        • Did they enter your contest?
    • Web Site Analytics
      • Leaders in this space include:
        • Google Analytics
        • Omniture
        • WebTrends
        • Hitwise