The following was written by guest blogger Jessi Ellerbe. To read more of her musing be sure to visit her blog.
To many, the PR world is simply about dealing with the public. Whether it’s promoting something or handling a nasty scandal, PR has simply gathered the rep of being the mediator. But what many people don’t see is what PR people do behind the scenes. Because when something is done for the company or organization, PR has to measure the extent of effectiveness their message has done.
Measurement is important for a few reasons, but the main reason is to keep the PR staff driving toward success. Every campaign will have its issues; it’s situations that caused it to not flow perfectly. When the availability to measure out the success rate of a campaign arises, it allows the PR staff to analyze it, dissect it, note it, and try to do better in certain areas for the next time.
The book Think: Public Relations, gives a figure called “The 3 Levels of Measurement for Public Relations Programs.” These three steps are broken down into even smaller subcategories. They are as follows:
Basic: targeted audiences, impressions, media placements
Intermediate: retention, comprehension, awareness, reception
Advanced: behavior change, attitude change, opinion change
By following these guidelines, PR practitioners can thoroughly assess exactly what type of effect their campaign has made. When dealing with the media, look beyond just the TV and the news. Read online articles and blog posts, magazines, maybe even academic research to find out how far the campaign has spread. Take surveys on how the campaign changed the viewpoint of the viewer, and in what ways it did such.
In all reality, the options are endless as to how you can come about the information on the effects of a campaign. However, following these three steps are a great way to keep a solid base while measuring PR campaigns.
Courtesy of Jessi Ellerbe