Measurement of Production & Current Status of Measurement & Evaluation
What is one really easy way to evaluate production?
Counting the amount of messages that are being send out (posts, blogs, etc.)
What are media impressions?
The potential audience reached by a periodical, a broadcast program or a website
What is a communication audit?
An assessment of an organization's entire communications program
What evaluative tool can you use to see if an audience is aware of the message?
survey
What is one of the more difficult objectives?
Motivational
Why is counting the amount of messages not effective (to PR specialists)?
It emphasizes quantity of quality
What is a "hit" in terms of media impressions?
Another word for visit - it is the amount of times that a person accesses the site
What is the difference between pilot tests and split messages?
Pilot tests are variations of pretesting while split messages is when an organization makes different messages for different sub-sections of their audience.
What is a credible metric for evaluating the impact of a campaign component?
Day-After Recall
Which is NOT on the basic level of the PR Effectiveness Yardstick?
Target Audience, Impressions, Awareness, Media Placement
"If you have not carved off at least __% of your budget to measure your impact, you're flying blind, and you have no way of proving your value." - Mark Stouse
10%
What does AVE stand for?
Advertising Value Equivalency
In regards to newsletter readership, what are the evaluations concerned with? (Get 3 of the 6 for the point)
1. reader perceptions
2. degree to which stories are balanced
3. kinds of stories that have high reader interest
4. additional topics that should be covered
5. credibility of the publication
6. extent to which newsletter is meeting organizational objectives
How can one measure how an audience's attitudes and perceptions have changed?
Pre- and Post- Measurements of Attitude
What is the best type of scale to survey people about their experience on? (HINT: #'s)
1-5 Scale
On the "Public Relations Effectiveness Yard Stick," measuring retention is placed where?
HINT: either basic, intermediate, or advanced
Intermediate
What practice is highly discouraged now in regards to AVE?
Calculating the value of a news story or broadcast mention by comparing it to what the space or time would cost in advertising
What is the goal of an advisory board?
Allows for periodic feedback that allows expansion on the editor's feedback network and elicits comments that employees might not want to tell the editor to their face
How can you measure public relations efforts?
How the specialists help an organization achieve its objectives
How often should a company do a communication audit (so they know that the publics are receiving appropriate messages)?
Yearly
Can you measure public relations effectiveness?
Nope!
What are PR specialists measuring ROIs on?
1) sales or revenues that are generated
2) how much they saved the company in terms of avoiding crisis / litigation
Attendance number and behavior (indicates they received the message)
What did Walter Lindenmann say about second level PR evaluation? (HINT: It is where they measure whether...)
"This is where they measure whether target audience groups actually received the messaged directed at them."
Changes in audience attitudes can be evaluated through ____ which ___
a baseline or benchmark study which measures awareness and opinions before, during, and after a public relations campaign.