Monitoring And Evaluation

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Monitoring And Evaluation

  1. 1. David Phillips 2010
  2. 2. Why do Evaluation What to learn today:  All PR methodologies include Evaluation  Who?  When should evaluations be done?  What is your experience?  Techniques  Future
  3. 3. Things to Measure volume and favourability of coverage delivery of key messages, issues and trends key publications & journalist tracking full intelligence on competitors media presence breakdown by brands / services / products / business areas impact achieved media type opportunities to see, regional & socio-economic profile reach & frequency of coverage in terms of actual number of people against tightly defined core target audiences concise summary of entire report full qualitative analysis in easy to understand explanatory text
  4. 4. Things that are hard to measure Reach Tone Impact Effect Meaning Curation Big Data
  5. 5. Who does this sort of stuff? Dead Tree analysis  http://www.amecorg.com  Early authors: Linda Hon, Phillips 1992, J. E. Grunig, 1977 b, 1983; J. E. Grunig & Hickson, 1976; Suchman, 1967; Wright, 1979, Dermot McKeone 1995 Digital analysis  http://www.radian6.com/  Http://kleaglobal.com Is that enough?  Socio, economic, share, etc  http://www.brandwatch.net
  6. 6. Next generation All the web Real Time Web Real time correlation Computerised Also real time location, etc etc New aproaches  http://bit.ly/bXARaG  Towards Relationship management
  7. 7. A process for management There is the opportunity to mix and match the knowledge and experience of the practitioner. Perspectives  Subject areas  What is important  What is positiveWhat more is there to know?
  8. 8. The code isinvisible
  9. 9. A quick look at semantics
  10. 10. Finding meaning using semantics I Love LucyI LucyI Lucy http://users.aber.ac.uk/dgc/Documents/S4B/
  11. 11. Teach software to curate
  12. 12. Manyapplications
  13. 13. A lot of outcomes
  14. 14. A working example
  15. 15. PR meets Big Data and Semantics We saw what big data looks like for the PR practitioner We saw how we can get information and turn it into data You learned how to inject professional insights into Big Data . You now know how to get a competitive advantage.
  16. 16. Why do Evaluation Did we learn today:  All PR methodologies include Evaluation  Who?  When should evaluations be done?  What is your experience?  Techniques  Future

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