E: Evaluation and Measurement in PR

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E: Evaluation and Measurement in PR

  1. 1. COMM 2337 MeasurementE:Evaluation “Measurement evaluates the effectiveness of messaging and Class 12 Fall 2011 provides a way to show whether or not PR actions are achieving objectives.”@AndreaGenevieveandream@stedwards.edu
  2. 2. COMM 2337 MeasuringE:Evaluation • Assessment of Objectives • Agreed PRIOR to campaign Class 12 • Adds to the “bottom line” Fall 2011@AndreaGenevieveandream@stedwards.edu
  3. 3. COMM 2337 3 Measurement LevelsE:Evaluation Basic Measure Production Class 12 Intermediate Measure Exposure Fall 2011 Advanced Measure Attitude/Change@AndreaGenevieveandream@stedwards.edu
  4. 4. COMM 2337 ProductionE:Evaluation Counting Quantity NOT Quality Class 12 Fall 2011@AndreaGenevieveandream@stedwards.edu
  5. 5. COMM 2337 Web Hits Press Clippings Wire ServicesE:Evaluation Social Media Information Requests Class 12 Exposure Fall 2011 Attendance Impressions Advertising Equivalency@AndreaGenevieveandream@stedwards.edu ROI
  6. 6. COMM 2337 ImpressionsE:Evaluation • Potential eyeballs • Measure exposure Class 12 • Just an estimate Fall 2011 • Circulation X Coverage • Ex: Magazine circulation of 140,000 and you had one article. Imp= 140,000. (3 releases, 106 stories, 486 online mentions and then 108 million impressions)@AndreaGenevieveandream@stedwards.edu
  7. 7. COMM 2337 Web HitsE:Evaluation • Google Analytics • Page views • Time on site/page Class 12 • Entrance paths Fall 2011 • Pre and Post PR@AndreaGenevieveandream@stedwards.edu
  8. 8. COMM 2337 AdvertisingE:Evaluation • Compares PR to paid ads • Unreliable Class 12 • Not used anymore in PR Fall 2011 measurement • Column inches compared to ad cost Ex: 1 column inch cost $100 and your story ran 5 column inches. Story “worth” $500@AndreaGenevieveandream@stedwards.edu
  9. 9. COMM 2337 Information RequestsE:Evaluation • Visit to special website or phone number Class 12 Fall 2011 Attendance • Number of people who showed up. • Not reliable due to apathy, awareness, weather, other noise/important events@AndreaGenevieveandream@stedwards.edu
  10. 10. COMM 2337 Attitude and ChangeE:Evaluation 3 Class 12 1 Awareness 2 Attitude Fall 2011 4 Sales 3 Baseline Study 5Day After Recall@AndreaGenevieveandream@stedwards.edu
  11. 11. COMM 2337 Objectives MatterE:Evaluation Measurement must acknowledge sales, attendance or awareness Class 12 Fall 2011 “Tell ‘em what your going to do, do it and then tell ‘em how you did it.”@AndreaGenevieveandream@stedwards.edu
  12. 12. COMM 2337 New Trends In MeasurementE:Evaluation Shonali Burke at PRSA 2010 Class 12 http://podcast.prsa.org/pr/prsa/blog- Fall 2011 post.aspx?id=3625@AndreaGenevieveandream@stedwards.edu

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