Measuring Success Chapter 19

The Importance of Measurement “It’s almost inconceivable to invest money in a significant program like communications without understanding the results. How would any other department justify its investments without understanding what they are getting out of it?” -- CEO of Biz360 measurement firm “It’s almost inconceivable to invest money in a significant program like communications without understanding the results. How would any other department justify its investments without understanding what they are getting out of it?” -- CEO of Biz360 measurement firm

Reasons to Evaluate To document that PR efforts have actually achieved specified objectives To document that PR efforts have actually achieved specified objectives To apply lessons learned to future PR efforts To apply lessons learned to future PR efforts To erase a frequent premise that PR is magic and too intangible to measure To erase a frequent premise that PR is magic and too intangible to measure To prove that practitioners are doing their jobs To prove that practitioners are doing their jobs To illustrate concern for PR quality and its impact on the organization To illustrate concern for PR quality and its impact on the organization Today’s greater demand for accountability Today’s greater demand for accountability

End-of-Campaign Questions Was the program or activity adequately planned? Was the program or activity adequately planned? Did recipients of the message understand it? Did recipients of the message understand it? How could the program strategy have been more effective? How could the program strategy have been more effective? Were all primary and secondary audiences reached? Were all primary and secondary audiences reached? Was the desired organizational objective achieved? Was the desired organizational objective achieved? What unforeseen circumstances affected the success of the program or activity? What unforeseen circumstances affected the success of the program or activity? Did the program or activity stay within the budget? Did the program or activity stay within the budget? What steps can be taken to improve the success of similar future activities? What steps can be taken to improve the success of similar future activities?

Program Objectives Objectives and how to measure them should be decided early and should be part of the program plan Objectives and how to measure them should be decided early and should be part of the program plan Example of measurement reflecting program objectives… Example of measurement reflecting program objectives… The Illinois Department of Public Health conducted a campaign among teenagers with two objectives: The Illinois Department of Public Health conducted a campaign among teenagers with two objectives: Increase adolescents’ personal perception of risk for HIV/AIDS, STDs, and unintended pregnancy resulting from unprotected sex and substance abuse Increase adolescents’ personal perception of risk for HIV/AIDS, STDs, and unintended pregnancy resulting from unprotected sex and substance abuse Generate adolescent calls to the department hotline as an information source and place for HIV referral information Generate adolescent calls to the department hotline as an information source and place for HIV referral information

Illinois Campaign Results Golin/Harris International, which conducted the program, reported: Golin/Harris International, which conducted the program, reported: One million Illinois residents were informed about the campaign through stories in print and broadcast media and radio PSAs One million Illinois residents were informed about the campaign through stories in print and broadcast media and radio PSAs Adolescent calls to the hotline increased by nearly 50 percent during the 3-month campaign Adolescent calls to the hotline increased by nearly 50 percent during the 3-month campaign A survey of Illinois teens found that 91 percent enjoyed the radio PSAs; 90-percent thought the situations presented in the PSAs could happen in real life; and 69-percent said the ads taught them ways to handle risky situations A survey of Illinois teens found that 91 percent enjoyed the radio PSAs; 90-percent thought the situations presented in the PSAs could happen in real life; and 69-percent said the ads taught them ways to handle risky situations

Ways to Measure Measurement of Production/Distribution- how many news releases, feature stories, photos, etc were produced in a given time Measurement of Production/Distribution- how many news releases, feature stories, photos, etc were produced in a given time Emphasizes quantity over quality Emphasizes quantity over quality Measurement of Message Exposure Measurement of Message Exposure Most common way used- compile print stories, broadcast mentions, website visitors Most common way used- compile print stories, broadcast mentions, website visitors Media Impressions Media Impressions Based on circulation of the publications where your news releases, feature story, interview, or product mention appeared– the potential number who say it, heard it Based on circulation of the publications where your news releases, feature story, interview, or product mention appeared– the potential number who say it, heard it Advertising Value Equivalency Advertising Value Equivalency Converting stories in the news columns, on TV and radio news and talk shows into the equivalent of advertising costs Converting stories in the news columns, on TV and radio news and talk shows into the equivalent of advertising costs

Systematic Tracking Computer software programs can provide more details about coverage Computer software programs can provide more details about coverage Such as the tone of coverage Such as the tone of coverage Mention of key messages, products, brands and competitors Mention of key messages, products, brands and competitors Number of keyword mentions Number of keyword mentions Vocus, Factiva, Biz360, CARMA offer such media analysis capabilities Vocus, Factiva, Biz360, CARMA offer such media analysis capabilities

Monitoring the Internet It is important to monitor the Internet to find out what these sources are saying about you: It is important to monitor the Internet to find out what these sources are saying about you: Bloggers Bloggers Chat groups Chat groups Online publications Online publications Traditional mainstream media Traditional mainstream media

Benchmark Surveys and Measure of Action These are surveys done before and after a campaign to help you determine whether audience attitudes and opinions have changed These are surveys done before and after a campaign to help you determine whether audience attitudes and opinions have changed Measurement of action, although difficult to accomplish, is relatively easy to measure Measurement of action, although difficult to accomplish, is relatively easy to measure You can use sales figures, market share or even voting results You can use sales figures, market share or even voting results

Newsletters and Brochures These should be evaluated on a frequent basis These should be evaluated on a frequent basis Techniques include: Techniques include: Content analysis Content analysis Readership surveys Readership surveys Article recall Article recall Readability formulas Readability formulas Advisory boards Advisory boards Focus groups Focus groups

After the Campaign Write a detailed report for the client or employer (and for your own records) Write a detailed report for the client or employer (and for your own records) The report (hopefully!) becomes a record of accomplishment The report (hopefully!) becomes a record of accomplishment And a source of ideas for future programs And a source of ideas for future programs###