| Many companies -- big and small -- view public | | | | benchmark awareness among key audiences. You'd |
| relations the same way a person suffering from a | | | | repeat this exercise to update perception information |
| head cold views the curative potential of a bowl of hot | | | | after completing different PR campaigns. |
| chicken soup. | | | | • Opinion polls. Adroit pollsters use smart polling to |
| Will it help? Who knows? But it can't hurt. | | | | determine subtle opinion and perception changes. They |
| Executives remain unclear of their organizations' PR | | | | can go beneath people’s superficial opinions to |
| effectiveness because they don't engage tools to | | | | detect not just what they’re feeling, but why. |
| measure PR program impact on desired audiences. | | | | • Focus groups. You can pull together a focus |
| But they soldier on anyway because they consider | | | | group relatively quickly to gather at least grass-roots |
| "getting good PR" a desirable objective. | | | | opinions. Such groups do have limitations regarding their |
| Typically, PR programs use press releases, media | | | | input. Be sure to use competent researchers who |
| interviews, newsletters, seminars and a wide variety of | | | | know how to recruit group members and can manage |
| other communications vehicles to deliver positive | | | | the group's discussion fairly and dispassionately. |
| messages to key audiences via print, broadcast and | | | | • Media content analysis. The media's opinion won't |
| digital media. | | | | necessarily track the same as public opinion. You |
| Measuring your PR program's effectiveness enables | | | | should evaluate media and Internet coverage for |
| you to gauge return on investment and determine if | | | | content including message pickup, reach and |
| your messages are reaching target audiences. You | | | | frequency. Compare this information to your program |
| can save time and money by applying measurement | | | | objectives. |
| information to refocus your PR campaigns as needed. | | | | • Consultative audits. These audits are highly |
| Measurement techniques usually start and -- | | | | managed and targeted one-on-one conversations with |
| unfortunately -- end after totaling "hits" such as how | | | | key opinion leaders. Your aim is to determine how |
| many column inches or broadcast minutes your story | | | | people important to you feel about your company and |
| gained in the press, on radio and TV and across the | | | | why they feel that way. The consultative audit is most |
| Internet. You also want to know your exposure -- | | | | effective when you're seeking input from highly expert |
| calculated by totaling all readers, viewers and listeners | | | | but hard-to-reach individuals such as investment |
| you've reached. You compare the cost of this total to | | | | analysts, CEOs, members of editorial boards and |
| the same exposure achieved through paid advertising. | | | | government policy advisors. |
| Many companies stop the measurement process | | | | All organizations want to make and save money, and |
| after totaling their media hits and calculating exposure. | | | | that's what measuring PR can help you do. Measuring |
| They fail to take this next very important step: An | | | | PR can increase your communications efficiency and |
| assessment of their PR program's impact on desired | | | | your ability to reach the right people with the right |
| audiences. You can make such an assessment by | | | | messages. It can also help you build credibility and a |
| applying a number of simple techniques. | | | | positive reputation. |
| PR program impact measurement tools you can use | | | | By measuring your PR impact, you can determine your |
| • Perception surveys. By asking a cross section of | | | | public relations program's effectiveness and make |
| individuals important to you to give you their perception | | | | sure the money you spend on PR is spent wisely. |
| of your organization and its services/products, you can | | | | |