evaluating pr campaigns - napier pr
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Evaluating PR Campaigns
Napier Partnership Limited
www.napier.co.uk
@NapierPR
OUTPUT, OUT TAKE OR OUTCOME?
• Outputs – the activities that were undertaken (shooting the arrow)
• Out takes – the results of these tactics (hitting the target)
• Outcomes – the changes in behaviour (winning the archery competition)
Output
Out Take
Outcome
Outputs are meaningless if they don’t generate out-takes or outcomes.
The further down the chain towards the outcomes of the campaign, the better the evaluation, but the more difficult it is to measure.
Cuttings
• Press clippings evaluate outputs.
• By simply flicking through the clippings, it is fairly easy to see the volume and estimate the quality of the coverage.
Reach
• Reach = how many people in the target audience will have seen the campaign
• Adding up readership or circulation estimates reach
• Online reach can be hard to calculate: often estimated based upon overall site traffic
Frequency
• Messages must be communicated several times to have an impact.
• Frequency can be applied to a subset of the total target audience.
• (for example 10% of the target audience saw the message 4 times or more.)
Opportunity to See (OTS)
• Opportunities to see (OTS) is effective measure
• OTS = The number of times that an average member of the target audience is likely to have seen the campaign.
• Combines elements of frequency and reach
Share of Voice
• Rather than setting a bottom-up goal for the outputs, simply benchmark the campaign against competitors.
• Share of voice can be
measured in specific publications
ASSIGNING FINANCIAL VALUE – AVE• Gives a monetary value to PR results
• AVE = the cost of advertising to achieve the same results
• PR is far more effective than advertising so a multiplier is used
AVE is flawed• PR isn’t advertising• Publications don’t always charge rate
card• There’s no assessment of quality
Editorial Impact
Measure using several factors
• The credibility and relevance of the media.
• Where the coverage appeared and how big the article was.
• How many of the target audience would see the coverage.
• The quality of those people• The tone of the article
Surveys
Conduct a survey before and after the campaign to see an improvement in attitudes to the company.
Can be difficult to isolate the impact of the PR.
Make It Up – Your Own Metrics
Developing specific objectives means evaluation talks about real-world business objectives.
Link evaluation to the company’s business objectives.
Business objectives are compelling metrics for the CEO!
About the Author
Mike has directed major PR and marketing programmes for a wide range of technology clients throughout UK and Europe, ranging from technology start-ups to global market leading companies.
Mike Maynard Managing Director of Napier Partnership Limited
www.napier.co.uk
@NapierPR
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