Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Upcoming SlideShare
Pitching your story
Download to read offline and view in fullscreen.


Measurement & Evaluation

Download to read offline

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

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

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
  • JuvyHidalgo1

    Nov. 27, 2020
  • SidiMohamed15

    Jan. 19, 2020
  • MohamedAbdelaalAhmed

    Feb. 2, 2019

    Jun. 30, 2018
  • jericpolicarpio

    Jun. 23, 2017
  • SalimMwashumbe

    Feb. 27, 2017
  • AbdulkarimIsah1

    Feb. 5, 2017
  • AbdulAzeez1

    Jan. 29, 2015
  • ramithbabu

    Jan. 11, 2015
  • BoyetAluan

    Nov. 23, 2012
  • heliuskate

    Aug. 20, 2012
  • ahutch13

    Jun. 27, 2012
  • RG28

    Jan. 14, 2012
  • rusicom

    Sep. 17, 2011
  • Rahat4

    Mar. 2, 2011
  • randallhscott

    Nov. 17, 2010
  • lannigan

    Feb. 5, 2010
  • jnaidoo

    Jan. 19, 2010
  • roygao

    Dec. 28, 2008
  • vikramdhimmar

    Nov. 22, 2008

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


Total views


On Slideshare


From embeds


Number of embeds