pr measurement and evaluation basics

MEASUREMENT & EVALUATIONOr “How I Learned to Stop Worrying and Love Math.”

Why Measure and Evaluate

• I’m valuable and I want to keep my JOB!

• I met objectives and delivered RESULTS!

• I want to improve on my performance • Fix mistakes • Exceed results

How will you Measure your Efforts?

• Connection to objectives

• Benchmarks

• When to evaluate

Measurement of Production/Distribution

• Total number of news releases, feature stories, etc. produced during a given time period/campaign.

• Total number of media outlets.

• Problems?

Measurement of Message Exposure

• Number of clippings• Medialink: Broadcast

mentions• Clipping Services

• Media Impressions• Total of all Circulations

• Cost Per Person: Media Impressions/Cost of the Program (Cost per lead, ROI)

• Pass–along, word-of-mouth

• Problems?

Quantity vs. Quality of Placement

• BurrellesLuce Top Media Outlets/Blogs

• Technorati

Advertising Value Equivalency

• Print inches calculated at advertising rate.

• Problems?

Systematic Tracking

• Clip Analysis

• Author, Section, Region, Keywords, Content Analysis

Measurement of Audience Awareness

• Recall Surveys and Focus Groups

Measurement of Audience Action

• Increase in: • Sales figures• Memberships• Donations• Event attendance

• Cost per lead

Troubleshooting

• Problems with plan

• Problems with execution

• Unpredictable challenges

• Constraints: Budget, staff, etc.

Writing an Evaluation Report

• Making sense of findings for client/management

• Using multiple measures for a complete picture

• Accounting for other variables

• Remember the PR Plan? Executive Summary