Chapter 8 Notes

Evaluation

• Evaluation is the measurement of results against established objectives set during the planning process.
• PR budget devoted to measurement which is close to 5 percent but by 2010 will increase to 10 percent.
• The most widely used methods for evaluating public relations efforts are
  • Measurement of production
  • Message exposure
  • Audience awareness
  • Audience attitudes
  • Audience action
  • Advertising Equivalency
• Calculate the value of message exposure by converting stories into regular news columns or on the air into equivalent advertising cost.
• Computer software and databases can analyze the content of media placements by such variables as market penetration, type of publication, tone of coverage, sources quoted, and mention of key copy points.
• Benchmark coverage before and after a campaign to determine whether organizations publicity efforts paid off in terms of placement and mention of key messages.
• Cost effectiveness is calculated by taking the cost of the publicity program and dividing it by the total media impressions.
• Day-after recall participants are asked to view a specific television program or read a particular news story and the next day they are interviewed to see what key messages are recalled.
• Baseline study is a measurement of audience attitudes and options before, during and after a PR campaign.
• The entire communication activity of an organization should be evaluated at least once a year to make sure that every primary and secondary public receiving appropriate message.
• Split message is common in direct mail campaigns.
  • Two or three different appeals may be prepared by a charitable organization and sent to different audiences. The response rate is then monitored to learn what messages and graphics seemed to be the most effective.
• Readership interest surveys
  • Get feedback about the types of stories employees are most interested in reading.