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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.