From Event to Action: Accelerate Your Decision Making with Real-Time Automation
E: Evaluation and Measurement in PR
1. COMM 2337
Measurement
E:Evaluation
“Measurement evaluates the
effectiveness of messaging and
Class 12
Fall 2011 provides a way to show whether or not
PR actions are achieving objectives.”
@AndreaGenevieve
andream@stedwards.edu
2. COMM 2337
Measuring
E:Evaluation
• Assessment of Objectives
• Agreed PRIOR to campaign
Class 12 • Adds to the “bottom line”
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
3. COMM 2337
3 Measurement Levels
E:Evaluation Basic Measure Production
Class 12
Intermediate Measure Exposure
Fall 2011
Advanced Measure Attitude/Change
@AndreaGenevieve
andream@stedwards.edu
4. COMM 2337
Production
E:Evaluation
Counting Quantity NOT
Quality
Class 12
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
5. COMM 2337
Web Hits
Press Clippings
Wire Services
E:Evaluation
Social Media Information Requests
Class 12 Exposure
Fall 2011
Attendance
Impressions
Advertising Equivalency
@AndreaGenevieve
andream@stedwards.edu
ROI
6. COMM 2337
Impressions
E:Evaluation
• Potential eyeballs
• Measure exposure
Class 12 • Just an estimate
Fall 2011
• Circulation X Coverage
• Ex: Magazine circulation of 140,000
and you had one article. Imp=
140,000. (3 releases, 106 stories, 486 online
mentions and then 108 million impressions)
@AndreaGenevieve
andream@stedwards.edu
7. COMM 2337
Web Hits
E:Evaluation • Google Analytics
• Page views
• Time on site/page
Class 12 • Entrance paths
Fall 2011 • Pre and Post PR
@AndreaGenevieve
andream@stedwards.edu
8. COMM 2337
Advertising
E:Evaluation
• Compares PR to paid ads
• Unreliable
Class 12 • Not used anymore in PR
Fall 2011 measurement
• Column inches compared to ad cost
Ex: 1 column inch cost $100 and your
story ran 5 column inches. Story
“worth” $500
@AndreaGenevieve
andream@stedwards.edu
9. COMM 2337
Information Requests
E:Evaluation • Visit to special website or phone
number
Class 12
Fall 2011
Attendance
• Number of people who showed up.
• Not reliable due to apathy,
awareness, weather, other
noise/important events
@AndreaGenevieve
andream@stedwards.edu
10. COMM 2337
Attitude and Change
E:Evaluation
3
Class 12
1 Awareness 2 Attitude
Fall 2011
4 Sales
3 Baseline Study
5Day After Recall
@AndreaGenevieve
andream@stedwards.edu
11. COMM 2337
Objectives Matter
E:Evaluation
Measurement must acknowledge sales,
attendance or awareness
Class 12
Fall 2011 “Tell ‘em what your going to do, do it and
then tell ‘em how you did it.”
@AndreaGenevieve
andream@stedwards.edu
12. COMM 2337
New Trends In
Measurement
E:Evaluation
Shonali Burke at PRSA 2010
Class 12 http://podcast.prsa.org/pr/prsa/blog-
Fall 2011 post.aspx?id=3625
@AndreaGenevieve
andream@stedwards.edu
