PUR 3801 Lecture Notes - Lecture 14: Trend Analysis, Google Analytics
25 Jun 2018
School
Department
Course
Professor
Module 14 – Evaluation and Measurement
How will you measure and define campaign success?
Was it successful and what can I do differently next time?
What is Evaluation
oEvaluation is measurement of results against established objectives
oPurpose:
Assess progress
Raise accountability of PR
Improve subsequent/ongoing programs
Assess ROI of time and money for investors
Evaluation is an ongoing process
oThroughout campaign
oIn every phase, there’s some sort of evaluation
oStrategic PR Process Model
Research and Analysis
Planning
Communicating
Feedback
Measurement and Evaluation
Research and Analysis
oFind out if it is successful or not
Make sure
oUsing appropriate and valid data to make decisions
oReporting information accurately and thoroughly
oProviding calls to action or highlights of findings
oUse results for future campaigns
oPublish both successes and failures
Not success-theater
Measurement of Production and Exposure
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
What is evaluation: evaluation is measurement of results against established objectives, purpose: Assess roi of time and money for investors. Evaluation is an ongoing process: throughout campaign, in every phase, there"s some sort of evaluation, strategic pr process model. Research and analysis: find out if it is successful or not. Make sure: using appropriate and valid data to make decisions, reporting information accurately and thoroughly, providing calls to action or highlights of findings, use results for future campaigns, publish both successes and failures. Measurement of production and exposure: measurement of production. Poor measurement tool: measurement of message exposure. Media impressions, hits on internet, dollar value. How important that the media believed the campaign was: measurement of audience awareness. Measures whether messages received, attended, understood and retained. Message agreement: measuring attitudes and behavior. Evaluates change based on benchmark or baseline. Ultimate organizational objectives are typically linked to audience behavior: traditional and social media analysis.
