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PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
PR Measurement and evaluation basics
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PR Measurement and evaluation basics

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  • 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

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