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Measuring Success

Measuring Success. Chapter 19 . The Importance of Measurement.

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Measuring Success

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  1. Measuring Success Chapter 19

  2. The Importance of Measurement • “It’s almost inconceivable to invest money in a significant program like communications without understanding the results. How would any other department justify its investments without understanding what they are getting out of it?” --CEO of Biz360 measurement firm

  3. Reasons to Evaluate • To document that PR efforts have actually achieved specified objectives • To apply lessons learned to future PR efforts • To erase a frequent premise that PR is magic and too intangible to measure • To prove that practitioners are doing their jobs • To illustrate concern for PR quality and its impact on the organization • Today’s greater demand for accountability

  4. End-of-Campaign Questions • Was the program or activity adequately planned? • Did recipients of the message understand it? • How could the program strategy have been more effective? • Were all primary and secondary audiences reached? • Was the desired organizational objective achieved? • What unforeseen circumstances affected the success of the program or activity? • Did the program or activity stay within the budget? • What steps can be taken to improve the success of similar future activities?

  5. Program Objectives • Objectives and how to measure them should be decided early and should be part of the program plan • Example of measurement reflecting program objectives… • The Illinois Department of Public Health conducted a campaign among teenagers with two objectives: • Increase adolescents’ personal perception of risk for HIV/AIDS, STDs, and unintended pregnancy resulting from unprotected sex and substance abuse • Generate adolescent calls to the department hotline as an information source and place for HIV referral information

  6. Illinois Campaign Results • Golin/Harris International, which conducted the program, reported: • One million Illinois residents were informed about the campaign through stories in print and broadcast media and radio PSAs • Adolescent calls to the hotline increased by nearly 50 percent during the 3-month campaign • A survey of Illinois teens found that 91 percent enjoyed the radio PSAs; 90-percent thought the situations presented in the PSAs could happen in real life; and 69-percent said the ads taught them ways to handle risky situations

  7. Ways to Measure • Measurement of Production/Distribution- how many news releases, feature stories, photos, etc were produced in a given time • Emphasizes quantity over quality • Measurement of Message Exposure • Most common way used- compile print stories, broadcast mentions, website visitors • Media Impressions • Based on circulation of the publications where your news releases, feature story, interview, or product mention appeared– the potential number who say it, heard it • Advertising Value Equivalency • Converting stories in the news columns, on TV and radio news and talk shows into the equivalent of advertising costs

  8. Systematic Tracking • Computer software programs can provide more details about coverage • Such as the tone of coverage • Mention of key messages, products, brands and competitors • Number of keyword mentions • Vocus, Factiva, Biz360, CARMA offer such media analysis capabilities

  9. Monitoring the Internet • It is important to monitor the Internet to find out what these sources are saying about you: • Bloggers • Chat groups • Online publications • Traditional mainstream media

  10. Benchmark Surveys and Measure of Action • These are surveys done before and after a campaign to help you determine whether audience attitudes and opinions have changed • Measurement of action, although difficult to accomplish, is relatively easy to measure • You can use sales figures, market share or even voting results

  11. Newsletters and Brochures • These should be evaluated on a frequent basis • Techniques include: • Content analysis • Readership surveys • Article recall • Readability formulas • Advisory boards • Focus groups

  12. After the Campaign • Write a detailed report for the client or employer (and for your own records) • The report (hopefully!) becomes a record of accomplishment • And a source of ideas for future programs ###

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