Key Objectives for Evaluating PR

Key Objectives for Evaluating PR - Key Objectives for...

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1. Know the three main reasons why we evaluate our PR efforts and in what stage or stages of the process evaluation occurs. 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 PR can be intangible, but it’s more about changing opinions Also prove value in a way the client will understand Don’t only evaluate at the end; evaluate along the way; formal evaluation at the end 2. Know the three issues in evaluating PR success. What to measure Attitude, increased sales (many factors affect this) How to measure Hard to measure an opinion or belief (people can say what you want to hear) Quantifiable ROI (Return On Investment) Does it return more than invested 3. Understand the four things we can measure (PR output, PR outtakes, PR outcomes and business outcomes). Know the differences among the four measurements. PR Outputs: amount of placements in media; impressions/number of
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This note was uploaded on 03/08/2011 for the course PUBLIC REL 3343 taught by Professor Daraquakenbush during the Spring '11 term at Texas State.

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Key Objectives for Evaluating PR - Key Objectives for...

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