Evaluating Public Relations

“No good Public Relations can be done without sound research” (Lloyd, 1963 quoted by Theaker, 2008).

Public Relations main goal is to engage with the public on behalf of a company, and presenting a good image of said client to the publics target market.

But the question is how exactly do you know if your campaign has been successful? 

Well this my friends is where Public Relation Evaluations come into play.

Public Relation evaluation is where Pr practioners used different methods of evaluation to measure how effective a campaign was.

Evaluating PR is done to see how successful your method of getting a message across has been, i.e If you create an event launch for a client upcoming new product, you need to see if your pre-event campaign was successful, eg. correctly written Press Release, Editorials that cause good publicity , and advertisements that will attract your target market.   You can use surveys and online questionnaire to see how many people have shown up to the launch, how old they public who attended where ( to see if there target market was reached) and from this information can see how effective your Public Relations campaign was in getting your public’s attention and if they understood your message.

There are many ways to evaluate Public Relations here is two as an example:

• AVES AND AES: This is where you measure the length of a newspaper story on your client and multiply it by how much the size of the story would cost in advertising in that paper. The idea was to see how much money you had saved in advertising.

• The Pyramid Model of Evaluation: This model advises Public Relation Practioners to use a pyramid step system of evaluation to monitor their PR campaign.

In the next upcoming blogs I will separately discuss each method  of Public Relation Evaluations and explain which method is the best to create a successful campaign and which one would is not.

Until Then Friends,

Stay Social Media Minded 

 Sources:

 Evaluation Meme.
 https://www.google.ie/imgres?imgurl=http%3A%2F%2Fs2.quickmeme.com%2Fimg%2F31%2F31fb12f481af2c1944a9af8795c867ee54ca4dec61b78d288e620fea47d3f140.jpg&imgrefurl=http%3A%2F%2Fwww.quickmeme.com%2Fmeme%2F3s2uvj&docid=q5nqcVucNJ0v6M&tbnid=GSyvgfQS-zG4jM%3A&vet=1&w=625&h=415&client=firefox-b-ab&bih=733&biw=1440&ved=0ahUKEwjIvLyf1arQAhWLD8AKHVjNCdgQMwgdKAEwAQ&iact=mrc&uact=8

Quote:

Theaker,A.(2008).The Public Relations Handbook.3^rd Edition,Oxon,Routledge.