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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