Posts filed under ‘PR evaluation’

5 handbooks on communication evaluation

I’ve been reviewing what handbooks and guides are available on communication evaluation – so far I’ve located five, here they are (all links to PDFs):

Communication Network (2008) Are we there yet? A Communications Evaluation Guide 

DFID (2005). Monitoring and Evaluating Information and Communication for Development (ICD) Programmes – Guidelines. Department for International Development, London.

Westminster City Council (2011). Evaluating Your Communication Tools, What Works,What Doesn’t – The Westminster Model

EETAP (2002), Guidelines for Developing and Evaluating Communicatioon Tools/Efforts

Slighty more specialised, but still interesting: 

USAID (2007) Guide to Monitoring and Evaluating Health Information Products and Services

November 20, 2013 at 8:38 am 3 comments

New PR Research & Measurement Standards available

The Coalition for Public Relations Research Standards has just released their interim metrics (pdf) on PR research and measurement.  They’ve split it by traditional media, social media, communications lifestyle and Return on Investment (ROI).  For each metric, there is also more information available. I’m yet to go through all the information, but it seems like a comprehensive list – even if not all will agree on the different definitions, etc. Of interest, four major US corporations – GE, GM, McDonald’s USA and Southwest Airlines – reportedly have already adopted these metrics.

November 12, 2013 at 2:51 pm Leave a comment

New article – PR Measurement and Evaluation Practices Over the Course of 40 Years

Here is a brand new article (it’s a chapter from a book*) by Fraser Likely and Tom Watson entitled “Measuring the Edifice - PR Measurement and Evaluation Practices Over the Course of 40 Years”.

It provides an excellent overview of developments in the last 40 years and the challenges currently faced in PR measurement and evaluation. A summary from the authors:

“Public relations measurement and evaluation practices have been major subjects for practitioners and academician research from the late 1970s onwards. This chapter will commence with a brief survey of the historical evolution of the research into these practices. Then, we will discuss James E. Grunig’s enduring contribution to their theorization, particularly with financial and non-financial indicators of public relations value. Next, we will consider the current debate on financial indicators, focusing on Return on Investment and alternative methods of financial vlauation. Finally, we will look to the future at the measurement and evaluation practices that will attract academic and practitioner research interest.”

View the article/chapter in full (pdf)>>

*Note: Fraser and Tom’s chapter, “Measuring the Edifice: Public Relations Measurement and Evaluation Practice Over the Course of 40 Years (pp. 143-162)” comes from a “festschrift” (a celebratory book) for Professors Jim and Lauri Grunig – two renowned PR Gurus –  which was edited by Professors Krishnamurthy Sriramesh and Ansgar Zerfass and Dr Jeong-Nam Kim. The book’s title is Public Relations and Communication Management: Current Trends and Emerging Topics. It is published by Routledge.

October 21, 2013 at 6:41 pm Leave a comment

New article: Evaluation of IO/INGO communication activities

I’ve just had an article published in the journal PR Review. It’s the first article of my ongoing PhD on communication evaluation in intergovernmental organizations and NGOs. Below is the Abstract or if you are really keen you can download the full article below.

Abstract

Evaluation of international and non-governmental organizations’ communication activities: A 15 year systematic review

The purpose of this paper is to understand how intergovernmental organizations and international non-governmental organizations have evaluated their communication activities and adhered to principles of evaluation methodology from 1995–2010 based on a systematic review of available evaluation reports (N = 46) and guidelines (N = 9). Most evaluations were compliant with principle 1 (defining communication objectives), principle 2 (combining evaluation methods), principle 4 (focusing on outcomes) and principle 5 (evaluating for continued improvement). Compliance was least with principle 3 (using a rigorous design) and principle 6 (linking to organizational goals). Evaluation was found not to be integrated, adopted widely or rigorously in these organizations.

view full article  >>

September 4, 2013 at 5:34 pm Leave a comment

The PR Agency Of The Future – measurement and data!

Paul Holmes of the Holmes Report has written a very interesting article on what he sees as key to the future of the PR agency.

For those interested in PR measurement, what is reassuring is the focus he puts on the need for the better use of data and measurement by agencies. I’m always surprised to see how little PR agencies do in measurement  – so any more uptake of evaluation and measurement would be welcome.

Here is a summary of some key points:

  • Big data at the center: Sufficient evidence suggests data and analytics can have a powerful effect on communications. There has been an incremental increase in the use of data to drive PR efforts, but the progression is minimal.
  • Insight to drive meaningful creativity: Strong data will lead to better insights, giving way to creative PR ideas that effectively solve real world problems. Don’t assume your experience is enough to make a good campaign – use data.
  • Understanding the human brain: To better understand how to change behaviors and attitudes, PR pros should read and listen to neuroscientists like David Eagleman. After all, PR is a social science.
  • Recruiting differently: Practitioners who understand and even love data exist, but firms need to recruit a broader, more digestive range of people to find them. Seemingly unrelated disciplines should not be ruled out.
  • Make it matter: To ensure communications efforts pay off in business terns, every campaign, every stakeholder group, and every advance in how we apply data and science can and should be measured.

View the full article here>>

July 9, 2013 at 10:41 am 1 comment

Evaluation of communication activities of international and non-governmental organisations: A 15 year systematic review

As part of my PhD studies, I have undertaken a systematic review of how international and non-governmental organisations are evaluating their communication activities. I’m presenting a summary of this today at the European Evaluation Society Conference in Helsinki, Finland. Below are the slides, hope you find them interesting.

October 4, 2012 at 6:24 am Leave a comment

Measuring the impact of journalism

There has been a lot written and researched on the impact of communications  – but little thought on how to measure the impact of journalism – how can the media measure the impact of their work?

Two recent posts explore this issue:

Ethan Zuckerman writes about how to measure the civic impact of journalism and one conclusion is:

“A possible metric – the efficacy of a story in connecting people to community organizations, volunteering opportunities, and other forms of civic engagement.”

He goes on to conclude:

“If we measure only how many people view, like or tweet, but not how many people learn more, act or engage, we run the risk of serving only the market and forsaking our civic responsibilities, whether we’re editing a newspaper or writing a blog.”

Jonathan Stray writes about the metrics of journalism and says:

“The first challenge may be a shift in thinking, as measuring the effect of journalism is a radical idea. The dominant professional ethos has often been uncomfortable with the idea of having any effect at all, fearing “advocacy” or “activism.” While it’s sometimes relevant to ask about the political choices in an act of journalism, the idea of complete neutrality is a blatant contradiction if journalism is important to democracy. Then there is the assumption, long invisible, that news organizations have done their job when a story is published. That stops far short of the user, and confuses output with effect.”

Both posts make interesting reaading and propose useful ideas. Both posts come to similar conclusions: The need to go beyond output metrics and look at the impact of journalism on events, individuals and policies.  There are also some interesting parallels that can be seen with advocacy evaluation - food for thought!

September 3, 2012 at 6:49 pm Leave a comment

Standards for social media measurement?

At the recent AMEC Measurement Summit there was an interesting discussion on setting standards for social media – a group of specialists have been working on this for the past years – as more and more companies use social media and wonder how to measure the outcomes- and it would be useful if some common standards were set…View the presentation below for an update on the latest developments:

June 16, 2012 at 5:09 pm 1 comment

Overall spending on PR flat but evaluation up by 5%

Spending on PR/communications in companies and organisations is flat – but spending on communication evaluation is up by 5%, according to a new study of senior-level PR/communication practitioners in the USA.

The USC Annenberg’s Generally Accepted Practices (GAP) for Public Relations study found that compared to 2009, total spending on evaluation in PR/communication budgets jumped from 4% to 9% in 2012 – even when some 80% of practitioners reported overall PR/communication budgets flat or decreasing.

The study also found a shift in focus towards “outcome” measures, such as influence on reputation, attitudes and awareness – and away from “output” measures such as clip counting/media coverage.

View the full report here (pdf)>>

May 28, 2012 at 1:22 pm Leave a comment

2012 European Summit on Communication Measurement announced

The International Association for Measurement and Evaluation has announced the programme for the 4th European Summit on Measurement, scheduled to be held in Dublin from 13-15 June 2012.

The Summit will include a day of workshops followed by two days of plenary sessions with guest speakers and panels.

Further information>>

April 20, 2012 at 9:21 am Leave a comment

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