Evaluating Public Relations (part 3 of 3)
MEDIA MEASUREMENT ISSUES:
When using media placement, coverage and utilization as a measurement for either output or outcome objectives there are key elements that must be tracked and acknowledged.
In regards to using Ad Value or Gross Rating Points, professionals should only use this measure to evaluate share of impressions and share of discussion as compared to competitors/peers in market.
Editorial coverage is proven to more directly correlate and influence with public opinion. Therefore should carry more weight than Ad Value or GRP.
When using media measures, quantity vs. quality plays a significant role in tracking perception and action shifts.
Quantitative media measures are documenting:
- Column inches
- Impressions/Frequency
- Focus on target demographic
These measures indicate share of discussion and can support objectives intended to reach specific targets.
Qualitative media measures are ranking:
- Positive/Negative Tone
- Placement
- Use of Message
- Trend Analysis
- Tiered media values
These measures indicate perceived value and should correlate with community/target perception and not corporate values.
Evaluating Public Relations (part 2 of 3)
USING OUTPUT VS. OUTCOME:
Output objectives can be used as interim benchmarks or “bookmarks” to support outcome-based measures. Output measures are grounded in whether or not the task/tactic was accomplished utilizing the tools of budget, material quality, timeliness, effective use of media relationships and evaluating whether opportunities were missed. Successful implementation of these objectives will help to prove the effectiveness of the PR professional’s operations.
Outcome objectives are used with an established benchmark. Benchmarks can be established w/available data, using available mechanisms to generate data through statistics and Before & After studies are often very useful. Outcome objectives utilize tactics with specific calls to action. Successful implementation of these objectives will demonstrate tangible results that can most likely be tracked statistically.
Evaluating Public Relations (part 1 of 3)
Throughout my career, I’ve gathered a great deal of information from various sources about how to establish goals and set objectives. It feeds my need to have my work in all areas really mean something. So I think this is a great launching point for a discussion on how to evaluate public relations efforts. Having a map comes in handy when you’re taking any journey.
MEASUREMENT GOALS:
- Measure strategically for tangible results that prove impact
- Measure in financial terms the impact of efforts on:
1. Reputation,
2. Bottom line and
3. Ability to conduct business
ESTABLISHING MEASURABLE OBJECTIVES:
Acknowledging the difference in Output and Outcome-based objectives is critical for successful objective implementation. Output objectives are essentially to-do list objectives based on getting the job done and media placement. Outcome objectives are based more in strategic tactics used to achieve desired results. Outcome objectives can be broken down further into attitudinal and behavior objectives, which are measured differently.
In order to be measurable, all objectives must have:
1. Defined audience focus
2. Defined measurement tactic
3. Time component
4. Acknowledged achievability
For evaluation and tracking, objectives should be classified in one of six categories:
1. Reputation/Awareness
2. Sales/Action
3. Recall Awareness/Decision Support
4. Recruiting/Retention
5. Investment Perception
6. Persuasion/Issue Management