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PR Measurement and evaluation basics
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PR Measurement and evaluation basics

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Transcript

  • 1. MEASUREMENT & EVALUATION Or “How I Learned to Stop Worrying and Love Math.”
  • 2. Why Measure and Evaluate • I’m valuable and I want to keep my JOB! • I met objectives and delivered RESULTS! • I want to improve on my performance • Fix mistakes • Exceed results
  • 3. How will you Measure your Efforts? • Connection to objectives • Benchmarks • When to evaluate
  • 4. Measurement of Production/Distribution • Total number of news releases, feature stories, etc. produced during a given time period/campaign. • Total number of media outlets. • Problems?
  • 5. Measurement of Message Exposure • Number of clippings • Medialink: Broadcast mentions • Clipping Services • Media Impressions • Total of all Circulations • Cost Per Person: Media Impressions/Cost of the Program (Cost per lead, ROI) • Pass–along, word-of-mouth • Problems?
  • 6. Quantity vs. Quality of Placement • BurrellesLuce Top Media Outlets/Blogs • Technorati
  • 7. Advertising Value Equivalency • Print inches calculated at advertising rate. • Problems?
  • 8. Systematic Tracking • Clip Analysis • Author, Section, Region, Keywords, Content Analysis
  • 9. Measurement of Audience Awareness • Recall Surveys and Focus Groups
  • 10. Measurement of Audience Action • Increase in: • Sales figures • Memberships • Donations • Event attendance • Cost per lead
  • 11. Troubleshooting • Problems with plan • Problems with execution • Unpredictable challenges • Constraints: Budget, staff, etc.
  • 12. Writing an Evaluation Report • Making sense of findings for client/management • Using multiple measures for a complete picture • Accounting for other variables • Remember the PR Plan? Executive Summary