Measurement &
Evaluation
Moses Gomes
60% of CEOs believe word of mouth has
become more influential in terms of a company’s
business than three years ago.
 71....
Situation analysis
Increasing demand from business leaders to
justify marketing spend.
 Shift away from business unit-foc...
What’s hard about measuring ROI?

MAPPING PR EFFORT
TO THE RIGHT RESULTS!
The PR Value Chain
The change
we create
• Customer
preference
• Sales leads

Our
directive

Business Goal
Marketing
Object...
 The

final step in your planning is to determine
how you will measure and define “success”


This will be the metric us...
Why Evaluate?








To document success
To encourage future work
To justify your expenses
To improve your future ...
The Communication Funnel
Overview of the Evaluation
Process








ROI/ROE or
ROE+ROI?
Best Practices
Benchmark
Realistic Goals &
Measurable ...
Secondary

Qualitative

Triangulation

Quantitative
 Triangulation






Use both qualitative and quantitative methods to
better describe, understand, predict, and contro...
Best Practices
th e r
whe for
ions, paring f
act
tions nt or pre nalysis o
rela clie
n a bout the
lic
pub dding a with a ta a
All be a
be...
Things to Consider
 Was

the campaign well planned?
 Did the recipients understand the message?
 What improvements can ...
Measuring Success
 There

is a tendency for many PR
practitioners to measure their output, rather
than the achievement of...
Measurement
 In

order to measure success, you must first
define it
 As part of your research and strategic
planning pha...
Examples
A

defined increase in sales
 A specific number of mentions in the press
 A measured increase in public awaren...
Clients from Hell
 The

worst case scenario is ambiguous, illdefined goals
 This invites the client to challenge your wo...
Clip Counting
A

physical counting of press placements will
measure productivity
 This may not truly represent success
...
Public Relations Evaluation
Methods


Surveys and Polls







Descriptive
Explanatory
Attitude
Opinion Polls

Conte...
Example
A

campaign for a new soda is mentioned in
several newspapers and magazines
 Add up the circulation of these pub...
Media Impressions
 Useful

to track the penetration of a message
 However, the number can be misleading
 This number do...
Advertising Value Equivalency
 Since

story placements are “free,” there is an
equivalent rupee value for the exposure
 ...
AVE
 AVE

helps to justify the expense of your PR
campaign costs
 However, it is not without controversy



Not all me...
Systematic Content Analysis
 Many

of these software programs track the
intricacies of the media coverage




Positive...
Other Forms of Evaluation
 Monitor


the Internet

This includes “gripe groups” (anti-client blogs)
Cost per Person
 It

can be difficult to compare the value of
impressions across various forms of media
 The CPM (cost p...
Calculating CPM
 Divide

the total number of media impressions
by the cost of your campaign

 Example:

A INR 10,00,000 ...
Monitoring Online Chatter


PR Newswire recently launched eWatch, a
service that allows you to track what people
are sayi...
Measurement of Audience
Awareness
 How

many people know about your message
or campaign?
 You can conduct surveys to det...
“Audience Attitudes”
 How

does the public feel about your
company, brand, product or service?
 You can measure “audienc...
Audience Action
 What

action does the audience take as a
result of the exposure to your message?





Do they buy yo...
Conclusion
1.

2.

3.

4.

Without a benchmark, we have no way to
evaluate
Evaluation is process-oriented: knowledgebased ...
Measurement and evaluation of media coverage - India -  Public Relations
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Measurement and evaluation of media coverage - India - Public Relations

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This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.

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Transcript of "Measurement and evaluation of media coverage - India - Public Relations"

  1. 1. Measurement & Evaluation Moses Gomes
  2. 2. 60% of CEOs believe word of mouth has become more influential in terms of a company’s business than three years ago.  71.5% believe online social media outreach can be effective for corporate communications.  62.5% of CEOs will be more concerned with ROI from PR activities in 2010 than they were in 2008  25.5% of CEOs rarely or never attempt to measure the success of PR. 
  3. 3. Situation analysis Increasing demand from business leaders to justify marketing spend.  Shift away from business unit-focused measurement to campaign evaluation.  New social media tools allow for more direct understanding of customer reaction.  Desire to better understand how PR can impact the customer. 
  4. 4. What’s hard about measuring ROI? MAPPING PR EFFORT TO THE RIGHT RESULTS!
  5. 5. The PR Value Chain The change we create • Customer preference • Sales leads Our directive Business Goal Marketing Objectives Outcomes* • Web traffic • Sales RETURN! Outtakes* PR Plan The impact we have • Awareness • Favorability • Message recall Output* PR Activity • Coverage The result we achieve • Event attendance • SEO What we do Our aspirations
  6. 6.  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
  7. 7. 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
  8. 8. The Communication Funnel
  9. 9. Overview of the Evaluation Process      ROI/ROE or ROE+ROI? Best Practices Benchmark Realistic Goals & Measurable Objectives Set Timeline  Establish Methods      Measure Evaluate   Qualitative Quantitative “Triangulate” Against Benchmark Recommend Action
  10. 10. Secondary Qualitative Triangulation Quantitative
  11. 11.  Triangulation    Use both qualitative and quantitative methods to better describe, understand, predict, and control public relations campaigns Provides both representative sampling and indepth knowledge of the publics or audiences under study Takes the case study into the “real” world
  12. 12. Best Practices
  13. 13. th e r whe for ions, paring f act tions nt or pre nalysis o rela clie n a bout the lic pub dding a with a ta a All be a begin torical da they mpaign . Hill s d hi s. a n hn W lton c Jo a ary a public now nd seco and its ill & K er , H nt clie ound F
  14. 14. 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?
  15. 15. 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 Evaluating the cm X cm X .per cm advt cost
  16. 16. 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
  17. 17. 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
  18. 18. Clients from Hell  The worst case scenario is ambiguous, illdefined goals  This invites the client to challenge your work and effectiveness
  19. 19. 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)
  20. 20. Public Relations Evaluation Methods  Surveys and Polls      Descriptive Explanatory Attitude Opinion Polls Content Analysis    Descriptive Readability Readership Communication Audit  Focus Group  Field Observation    Participant-Observe Interview Case Study  Triangulation 
  21. 21. 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”
  22. 22. 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
  23. 23. Advertising Value Equivalency  Since story placements are “free,” there is an equivalent rupee 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 rupee)
  24. 24. 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
  25. 25. 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
  26. 26. Other Forms of Evaluation  Monitor  the Internet This includes “gripe groups” (anti-client blogs)
  27. 27. 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 rupee value to the expense of reaching 1,000 people in a particular media genre
  28. 28. Calculating CPM  Divide the total number of media impressions by the cost of your campaign  Example: A INR 10,00,000 campaign that reaches INR 1,00,00,000 people would have a CPM of INR 10. (It costs INR10 to reach 1,000 people).
  29. 29. Monitoring Online Chatter  PR Newswire recently launched eWatch, a service that allows you to track what people are saying about your client online
  30. 30. Measurement of Audience Awareness  How many people know about your message or campaign?  You can conduct surveys to determine the “audience awareness”
  31. 31. “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
  32. 32. 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?
  33. 33. Conclusion 1. 2. 3. 4. Without a benchmark, we have no way to evaluate Evaluation is process-oriented: knowledgebased and behaviorally-driven We can evaluate public relations, but what we evaluate toward is not exactly what some call “ROI”; ROE must be constantly evaluated to better predict ROI We can collect, analyze, evaluation and recommend courses of action

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