PRAD 255 - Module 6 - Evaluation - Part 1


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Public Relations Evaluation (Part 1) Principles of Public Relations Ragas

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Evaluation: The final step in the RACE model Research Action Communication Evaluation After executing on your campaign tactics (the “Communication” phase), the final step is to evaluate your campaign. Did you meet your goals and objectives?

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Evidence-based communications at burson-marsteller

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What’s the point of Evaluation? Evaluation = the measurement of results against established goals/objectives set during the planning process (the “Action” phase of the RACE model) Was the organization’s time, money, and effort well spent? Did the campaign contribute to organizational objectives? Some experts estimate that organizations should devote 5-10% of their total PR campaign/program budget to evaluation purposes

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The five most used methods for PR campaign evaluation Measure message production/distribution Measure message exposure Measure audience awareness Measure audience attitudes Measure audience action Simple-Level of Evaluation Complex-Level of Evaluation

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Measurement of Production Message production: How many PR materials (news releases, letters, feature stories, etc.) did we produce over a given period of time? Supposed to measure the productivity of a PR department, but it is not necessarily an effective measure. Why? Related to message production is message distribution: Measures the size of a distribution list e.g. we distributed the news release to how many editors and reporters?

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Measurement of message exposure Message exposure: Most widely used form of PR evaluation. Monitor media mentions as a rough gauge of audience exposure to a message Media placements: Tracking how many news stories mention the organization, issue, client, etc. received Also called clips or clippings Media impressions: How many people have - potentially - been exposed to the news story? Example: Due to your PR efforts, an article about your client appears in the Chicago Tribune (daily circulation = 516,000 and the Sun-Times (daily circulation = 269,000) Total impressions for these two placements = 785,000 Be careful, counting media impressions does not tell us how many people actually saw/read/heard a message and definitely not how many actually understood it!

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Advertising Equivalency: a controversial measure of pr value Advertising Equivalency (AVE): Attempt to calculate the value of a message exposure using ad rates Converts stories into adv. cost Example: 5-inch article about our client appears in the Sun-Times = $3,160 for the equivalent ad space Editorial and advertising space are not the same thing; comparing apples-and-oranges AVE is falling out of favor and controversial among PR pros Adv. Rate Card

Summary: PRAD 255 - Module 6 - Evaluation - Part 1 (Matt Ragas)

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