pr measurement and evaluation basics
Post on 06-May-2015
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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
• 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.
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
Quantity vs. Quality of Placement
• BurrellesLuce Top Media Outlets/Blogs
Advertising Value Equivalency
• Print inches calculated at advertising rate.
• 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
• 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