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Media/PR - meaningful measurement. Stats that matter workshop.

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  • 1. Meaningful Measurement
  • 2. What do you currently measure? • Questions to discuss – Do you measure the results of each activity or periodically? – Do you create layered reports? – Who do you share these results with? – Do they get discussed at all, is there a feedback mechanism within your organisation and/or project teams?
  • 3. Reporting back
  • 4. The Barcelona Principles • Importance of goal setting and measurement • Measuring the effect on outcomes is preferred to measuring outputs • The effect on business results can and should be measured where possible • Media measurement requires quantity and quality • AVEs are not the value of public relations • Social media can and should be measured • Transparency and replicability are paramount to sound measurement
  • 5. Applying the principles • What should you measure? • What do you need to do before, during and after the running of your campaign? • How can you analyse and present the data with a view to measuring/reporting on impact?
  • 6. In the end…

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