PR Planning: Evaluation

J453 Fall 2016
Week 5

Transcript

1. T H E F I N A L P I E C E O F T H E P I E : Measurement & Evaluation
2. Why Measure? “If you cannot measure what you do, the output will have less value & less respect in the marketplace. There is also less willingness to pay for it.”
3. The Myth Public relations can’t be measured because it’s intangible
4. The Truth Knowledge, opinion and behavior can all be measured with proven methods.
6. The heat is on to meet the numbers!
7. Understand communication and media effects theory. Measuring Effectively
8. Understand outputs & outcomes... and what the difference is. Measuring Effectively
9. Articulate SMART objectives. Measuring Effectively
10. Be numerical and rhetorical. Measuring Effectively
11. Designing Evaluation On what criteria should the program be judged? What information is needed to make that assessment? What are the standards of accuracy and reliability for this assessment?
12. Designing Evaluation Who has this information? How can we get it? Who will receive the final evaluation & how will it be used? How willing/able are decision makers to receive less-than- positive evaluations? Anyone else interested in the evaluation?
13. What metrics do you use? Measures should be: Useful to the organization by linking to established objectives? Realistic, feasible & appropriate as to cost, time and other resources. Credible because the data is accurate Presented in a timely manner
14. Evaluating Awareness Metric: Media coverage and calculation of media impressions Metric: Post campaign awareness survey
15. Evaluating Acceptance Metric: Tabulation of requests for information Metric: Post-campaign attitude/opinion survey Metric: Tabulation of letters, e-mails and phone calls expressing interest or support Metric: Post-event audience evaluation
16. Evaluating Action Metric: Measures of results (ticket sales, attendance, memberships, donations, etc.) Metric: Measures of improvement Metric: Organization or environmental change
17. Example: Measuring Website Effectiveness Ability to navigate easily through the site (awareness). Breadth of content (awareness) Ability to convey key messages (awareness) Stats tracking number of visitors (awareness) Number and tenor of questions/comments (acceptance) Number of visitor names captured (action) Number of visitors who take online surveys or respond to offers (awareness/action)
18. Formatting Objective 1: Raise awareness of the opportunity to 80% among key publics. Criteria: 80% of key public audience is aware of the opportunity. Tools: determine the total size of the public, keep track of presentations, media coverage to estimate exposure to the message.
19. Practice Objective: Convince customers to participate in Free Resume Printing Day by visiting FedEx Office locations in person on March 10. What’s the criteria? What are the tools?
20. Practice Objective: Drive business results, including increases in hotel revenue, loyalty program enrollment & website traffic What’s the criteria? What are the tools?
21. P E E R R E V I E W • Write one objective on the top of a white board. • Pass to the next team. • Brainstorm all the ways you could measure the success of that objective. • Pass again. Repeat.