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Measurement & Evaluation


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This slideshow discusses measurement and evaluation techniques in public relations campaigns.

Published in: Economy & Finance, Business

Measurement & Evaluation

  1. 1. Measurement & Evaluation Presented by Brett Atwood
  2. 2. Success or Failure? • How will you determine if your strategic plan and campaign was a success?
  3. 3. “The Final Step” • 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
  4. 4. 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
  5. 5. 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?
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Clients from Hell • The worst case scenario is ambiguous, ill- defined goals • This invites the client to challenge your work and effectiveness
  10. 10. 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)
  11. 11. How to Get Clips • Do not ask a journalist to send you a clip • There are several services you can use: – Cision – Burrelle’s/Luce Press Clippings – Hitwise • These services are now offered online
  12. 12. Message Impressions • These services track “media impressions” (a.k.a. “gross impressions”) to detail how many people were exposed to the message – This factors in the circulation and/or reach of the media outlets that carried your message
  13. 13. 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”
  14. 14. 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
  15. 15. Advertising Value Equivalency • Since story placements are “free,” there is an equivalent dollar 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 dollars)
  16. 16. 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
  17. 17. 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
  18. 18. Other Forms of Evaluation • Monitor the Internet – This includes “gripe groups” (anti-client blogs) • Toll-free numbers – How proactive are your customers?
  19. 19. 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 dollar value to the expense of reaching 1,000 people in a particular media genre
  20. 20. Calculating CPM • Divide the total number of media impressions by the cost of your campaign • Example: A $10 million campaign that reaches 100 million people would have a CPM of $10. (It costs $10 to reach 1,000 people).
  21. 21. Monitoring Online Chatter • There are multiple services that you can use to monitor online chatter about your brand in social media and across the web including: – Google Alerts – Hootsuite – Tweetdeck – Icerocket – Social Mention – Topsy
  22. 22. Measurement of Audience Awareness • How many people know about your message or campaign? • You can conduct surveys to determine the “audience awareness”
  23. 23. “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
  24. 24. 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?
  25. 25. Web Site Analytics • Leaders in this space include: – Google Analytics – Omniture – WebTrends – Hitwise