Posts tagged ‘pr measurement’

8 golden rules for communication evaluation

The UK government’s Communication Service has produced a framework for evaluating communications (pdf). 

The framework provides an overview of an integrated approach to evaluating communication activities and sets out eight golden rules for communication evaluation:

1. Seeightt SMART objectives well before the start of your activity

2. Think carefully about who your target audience is when selecting relevant metrics from each of the five disciplines*

3. Ensure you adopt an integrated channel approach when evaluating your communications activity

4. Collect baselines and benchmarks where possible

5. Include a mix of qualitative and quantitative evidence

6. Regularly review performance

7. Act on any insight to drive continuous improvement and inform future planning

8. Make the link between your activity and its impact on your organisational goals or KPIs

*Media, digital, marketing, stakeholder engagement, internal communications

Are there any more to add? I would add the need to integrate evaluation within the daily work of communication professionals – so it is thought about before starting activities and during…

View the complete guide here (pdf)>>


December 1, 2016 at 7:10 am Leave a comment

Evaluating communication – 4 of 4 key lessons

In my last post I wrote about the third of four key lessons on evaluation for communicators.

My first lesson was “1. Planning is key”

My second lesson was “2. Decide what and how you will measure”

My third lesson was: “3. Find the time & budget to monitor and evaluate”

And my forth lesson is: “4. Analyse and share your results”

Too often, evaluation and monitoring data is not analysed;  I’ve seen many media monitoring reports, web statistics and event feedback forms not compiled and analysed – communicators should be looking at such data to help understand what has been achieved (or not) and how activities could be improved. Once data is analysed, you should then see how such findings can be shared with your colleagues and stakeholders.  Evaluation findings will be of interest to yourself as they concern your activities but they may also be of interest to others in your organisation and possibly externally (confidentiality taken into consideration).

November 26, 2015 at 12:11 pm Leave a comment

Evaluating communication – 1 of 4 key lessons

last week I had the opportunity to present to a group of communicators from human rights NGOs at a True Heroes Films workshop in Geneva.

One of the main themes I spoke about was on lessons for evaluating communication campaigns and programmes based on my own experiences of having being involved in some 100  evaluations in this field.

I identified four lessons that I believe apply for all communicators, non-profit or for-profit, particularly taking into account the challenges faced of limited resources.

My first lesson was “Planning is key“.

For communicators, planning is often seen as a necessary burden before they get on to the exciting stuff – actually doing things! Communicators often jump straight into doing activities, i.e. setting up a website, organising an event, issuing a press release, etc. without actually fully thinking through the purpose of the activity – why are we doing this?

So to have a clear strategy and plan is key – before starting:
-Does the situation merit to communicate (analysis)?
-What do you want to achieve (objectives)?
-With whom (publics)?
-How (activities/tactics)

Thinking about this before you communicate will make evaluation so much easier – and possible!

That was lesson no. 1. And lessons 2-4? Wait for my next posts!


October 12, 2015 at 4:51 pm 3 comments

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

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

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

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