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PR and Measurement
R.A.C.E Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
E: Evaluation
Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.
Measuring
• Assessment of Objectives• Agreed PRIOR to campaign• Adds to the “bottom line”
Measurement Levels
Basic Measure Production
Intermediate Measure Exposure
Advanced Measure Attitude/Change
3
Production
Counting Quantity NOT Quality
Exposure
Press Clippings Wire Services
Social Media
Impressions
Web Hits
Advertising Equivalency
ROI
Information Requests
Attendance
Press Clipping
• Manual vs digital• Collection of coverage• Clips, radio bits, TV minutes,
Facebook “likes”
Impressions
• Potential eyeballs• Measure exposure• Just an estimate• 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)
Web Hits
• Google Analytics• Page views• Time on site/page• Entrance paths• Pre and Post PR
Advertising =
• Compares PR to paid ads• Unreliable• Not used anymore in PR
measurement• Column inches compared to ad cost
Ex: 1 column inch cost $100 and your story ran 5 column inches. Story “worth” $500
Information Requests
• Visit to special website or phone number
Attendance
• Number of people who showed up.• Not reliable due to apathy,
awareness, weather, other noise/important events
Attitude and Change
Awareness Attitude
Baseline Study
Sales
1
23
34
1
Day After Recall5
Objectives MATTER
Measurement must acknowledge sales, attendance or awareness
“Tell ‘em what your going to do, do it and then tell ‘em how you did it.”
New Trends in Measurement
Shonali Burke at PRSA 2010http://podcast.prsa.
org/pr/prsa/blog-post.aspx?id=3625
CreditsAndrea Genevieve Michnik
Intro to PR
St. Edwards University- Spring 2011
E-mail: [email protected]
@AndreaGenevieve
All photos protected under Flickr Creative Commons