Public Relations 3850 Lecture 8 Notes
Public Relations 3850 Lecture 8 Notes ADPR 3850
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Popular in Public Relations
This 3 page Class Notes was uploaded by Bridget Notetaker on Tuesday October 4, 2016. The Class Notes belongs to ADPR 3850 at University of Georgia taught by Micheal Caccitore in Fall 2016. Since its upload, it has received 32 views. For similar materials see Public Relations in Public Relations at University of Georgia.
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Date Created: 10/04/16
Public Relations 3850 Lecture 8 Notes Four Essential Steps of Effective PR: o Research o Planning o Communication o Measurement The Fourth Step: Measurement o Measurement is… The evaluation of results against agreed-upon objectives established during planning Evaluation improves the public relations process The manner by which we collect PR-related data during the research process Basic Evaluation Questions: o Adequately planned? o Message(s) understood? o How could strategy have been more effective? o Audiences reached? o What was unforeseen? o Budget met? o Future improvements? o Were our objectives achieved? Objectives: A Prerequisite for Measurement o Measurement becomes difficult without having developed a clearly established set of measurable objects Informational objectives: may need to focus on “message dissemination” or “audience exposure” Motivational objectives: may require public opinion surveys to determine how audience attitudes shifted Behavioral objectives: may require sales data, or self-report survey data o Proper measurement means isolating the campaign as the cause of these changes…problems with this? Measurement of Production/Dissemination: o Counts how many releases, photos, pitch letters, etc. were made within a specified time frame o Emphasize quantity instead of quality Measurement of Message Exposure: o Compile clippings/mentions Still arguably the most widely used metric o Media impressions Placement x circulation/viewership/listenership o Internet hits o Advertising equivalency Space/time x advertising rate 5-inch article at cost of $100 per column inch = $500 o Information requests Counting the number of requests for information a campaign generates o Cost per person Ex: Super Bowl ads cost a lot but reach millions o Systematic tracking Analyze volume and content of media placements Can get at tone of coverage Comparisons to competitors Percentage of time stories mention key phrases or information Essentially, we can statistically model the coverage Measurement of Audience Awareness, Attitudes and Action: o Audience awareness Often a survey-based probing day-after recall o Audience Attitude Survey-based baseline/benchmark studies o Audience Action Typically, self-report measure of desired outcomes/behaviors Can we trust people Measurement of Social Media: o Social Media leads: tracking web traffic for all your sources and identifying top social sources o Engagement duration: time spent of your pages o Bounce rate: how quickly people “bounce” away from your webpage after being directed there o Membership increase and active network size: how many followers do you have and are they active? o Activity ratio: proportion of active to passive members o Conversions: Are your members subscribing to your newsletters, making purchases, etc.? o Brand mentions: how often is your brand being mentioned across social media? o Loyalty: sharing of content, etc. o Virality: Also being re-shaped? o Blog interaction: do people comment on your blog entries? Barcelona Principles: o Input from PR leaders in more than 30 countries o Global standards and practices o Drafted by European-based Association for Measurement and Evaluation of Communication (AMEC) Input from IPR, PRSA, Global Alliance, International Communications Consultancy Organization The Seven Principles: 1. Goal setting and measurement are fundamental to Communication and PR 2. Measuring communication outcomes is recommended vs. only measuring outputs 3. The effect on organizational performance can and should be measured where possible 4. Measurement and evaluation require both qualitative and quantitative methods (and both quantity and quality) 5. Advertising Value Equivalents do not measure the value of communications/PR 6. Social media can and should be measured consistently with other media channels 7. Measurement and evaluation should be transparent, consistent and valid
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