1. David Phillips
2010

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. 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. Things that are hard to measure
 Reach
 Tone
 Impact
 Effect
 Meaning
 Curation
 Big Data

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. 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. 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 positive
What more is there to know?

8. The code is
invisible

9. A quick look at semantics

10. Finding meaning using semantics
 I Love Lucy
I Lucy
I Lucy
 http://users.aber.ac.uk/dgc/Documents/S4B/

11. Teach software to curate

12. Many
applications

13. A lot of outcomes

14. A working example

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. Why do Evaluation
 Did we learn today:
 All PR methodologies include Evaluation
 Who?
 When should evaluations be done?
 What is your experience?
 Techniques
 Future