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PR Measurement & Evaluation: How Do We Know What Success Looks Like?

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We know it when we see it, but do others notice our success or understand it? How do we monitor, measure and report successful communications strategies? This presentation was originally delivered for the 7th annual Public Relations Issues of the Day for Nonprofits & Associations, which uses a round table and open discussion format. This presentation was a jumping off point to our discussion about measurement and evaluation in the real world of PR. Presentation by Ami Neiberger-Miller and Brigitte Johnson.

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PR Measurement & Evaluation: How Do We Know What Success Looks Like?

  1. 1. Seventh Annual Public Relations Issues of the Day for Nonprofits & Associations BrigitteW. Johnson, APR Ami Neiberger Miller,APR
  2. 2. What does Success look like? • We know it when we see it, but do others? • How do we monitor, measure and report successful communications strategies?
  3. 3. Plan before you start • Measurement is tied to SMART objectives • Stakeholder agreement on measurement • How is it measured? • What indicates success? • Determine measurement tools
  4. 4. Measurement tools • $ - $$$$ • Google alerts • Cision and Meltwater • Clipping/distributions services • Tracking services • Advanced
  5. 5. Build measurement and evaluation into your day-to-day • Who will monitor and report on measurement? • How often are measurement indicators updated?
  6. 6. Why do people struggle with measurement and evaluation? • Forget to plan for day-to-day • Inadequate budget to do it well • Failure to determine what needs to be measured in the beginning • External pressure to measure other elements

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