Why do Evaluation What to learn today: All PR methodologies include Evaluation Who? When should evaluations be done? What is your experience? Techniques Future
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
Things that are hard to measure Reach Tone Impact Effect Meaning Curation Big Data
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
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
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?
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.
Why do Evaluation Did we learn today: All PR methodologies include Evaluation Who? When should evaluations be done? What is your experience? Techniques Future