Measuring+PR+Effectiveness-PPR-T

Measuring+PR+Effectiveness-PPR-T - Relations 7 Measuring...

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Principles of Public Relations 1 Measuring PR Effectiveness
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Principles of Public Relations 2 Research Formative Determines Benchmarks Awareness: ___ % (segmented by publics) Perception: ___ % (segmented by publics) Favorability: ___ % (Segmented by publics) Sets Objectives (for each key public) Increase Awareness to ___ % Change Perceptions from current  to desired  quality  Improve Favorability to ___ % Evaluative Measures performance against objectives
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Principles of Public Relations 3 In an integrated, mixed media campaign,  we need to measure effectiveness of  individual components: Media  Advertising Speeches White Papers Events Analyst Meetings Website Public Policy
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Principles of Public Relations 4
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Principles of Public Relations 5
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Principles of Public Relations 6
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Principles of Public
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Unformatted text preview: Relations 7 Measuring value of editorial coverage: Advertising Equivalency • Column inches – 12+4+4+4+12= 36 – Photo: 8+8+8= 24 – Subtotal 60 – Color photo +10% 6 – Page Position +20% 12 – Issue Position +25% 15 – TOTAL 93 • Advertising Rate: $1,000 per column inch • 93 column inches = $93,000 in advertising value Principles of Public Relations 8 Measuring Media Value: Other Factors • Editorial coverage has much greater credibility and “shelf life” than advertising • Quality of coverage: – Mention (no additional value) – Feature (adds value) – Exclusive (adds value) – Tone: • Positive (adds value; e.g. +10% to 25%) • Neutral (no additional value) • Negative (reduces value; e.g. –100% or more)...
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Measuring+PR+Effectiveness-PPR-T - Relations 7 Measuring...

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