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Evaluating PR - Evaluating PR Why evaluate Measure Success...

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Evaluating PR Why evaluate? Measure Success: how we’ve been doing Evaluate Effectiveness: did we meet our objectives; if not…why; if so…how Prove Value: what did we do right or wrong; what can we improve o PR can be intangible, but it’s more about changing opinions o Also prove value in a way the client will understand o Don’t only evaluate at the end; evaluate along the way; formal evaluation at the end Issues in Evaluating What to measure o Attitude, increased sales (many factors affect this) How to measure o Hard to measure an opinion or belief (people can say what you want to hear) Quantifiable ROI (Return On Investment) o Does it return more than invested What We Measure PR Outputs: amount of placements in media; impressions/number of readers PR Outtakes: if a key audience actually received, understood, and retained the message PR Outcomes: did it actually change an attitude or behavior Business/Organizational Outcomes: did we achieve what we wanted to accomplish (ex.
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