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COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Measurement
“Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives.”
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Measuring
• Assessment of Objectives
• Agreed PRIOR to campaign
• Adds to the “bottom line”
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
3 Measurement Levels
Basic Measure Production
Intermediate Measure Exposure
Advanced Measure Attitude/Change
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Production
Counting Quantity NOT Quality
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Exposure
Press Clippings
Wire Services
Social Media
Impressions
ROI
Attendance
Advertising Equivalency
Web Hits
Information Requests
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
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)
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Web Hits
• Google Analytics• Page views• Time on site/page• Entrance paths• Pre and Post PR
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
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
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Attendance
• Number of people who showed up.
• Not reliable due to apathy, awareness, weather, other noise/important events
Information Requests
• Visit to special website or phone number
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
Attitude and Change
Awareness Attitude
Baseline Study
23
3
4
1
Day After Recall5
Sales
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
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.”
COMM 2337
E:Evaluation
Class 12Fall 2011
@AndreaGenevieve
New Trends In Measurement
Shonali Burke at PRSA 2010
http://podcast.prsa.org/pr/prsa/blog-post.aspx?id=3625
