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
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