PR Influences News: Back Issues by Article Topic PR Measurement & Evaluation Measuring PR success - AVEs rejected Public Relations Institute of Australia (PRIA) and advertising bodies reject the use of AVEs in measuring editorial success Consumer communication goals - without them you’re just making noise In planning communication activities such as public relation, four goals need to be established Media coverage: forget about the quantity - measure the quality Aspects of media coverage and measurement that should be understood. Share of voice is akin to measuring perceptions, favourability, media releases Measuring PR: Outputs - the first essential step PR measurement options discussed: Impressions, Value, Cost, Frequency, Reach, Prominence, Message delivery, Tone, Gain the most from your clipping service expenditure Things companies can do with their clips without necessarily having to spend money on analytical software. Grow your leadership position with surveys - creating your own news stories Surveys are an excellent tool for PR pros as they: Give the media hard facts and figures. Position your organisation and spokesperson as an authority on the topic Measuring PR: Outcomes - what impact is the communication having? PR Outcomes organisation normally seek to measure are: Did we create greater awareness? Did our audience comprehend what we were communicating? Survey confirms PR role within Australian E-Suite Survey of top 200 publicly listed companies. Key findings: 74% of respondents report to the CEO; 100% have either daily or ‘as required’ contact with the CEO. New measurement techniques link sales directly to PR Claims that new PR media measurement techniques can show a direct link between PR and sales results. Increasingly the measurement techniques at the second level are being analysed. PR measurement: Assessing media coverage 5 questions to assess your media coverage: What is the quality of the coverage we are achieving? Are we getting a return for our media relations investment? PR Measurement: 10 things you should know about Share of Discussion PR practitioners are constantly told that they need to demonstrate how their efforts affect the organisation’s profit. Find out what it is and how to measure it. Measurement: We answer the most common questions Most of us are aware of the importance of measuring our pr campaigns. We address some of the most common questions about PR Measurement: Communication Dashboards If you are overwhelmed with communication metrics, a dashboard might be the answer. We shed some light on what they are and how to use them.

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