Public Relations Evalutions: The Pyramid Model of Evaluation.

 As stated in previous blog post that“No good Public Relations can be done without sound research” (Lloyd, 1963).

This quote is correct when talking baout the next evalution method in public relations evaluation.

Public Relations use to be measured on a “gut feeling” (Theaker, 2008) but as Davis, 2004 stated this was “demonstrable nonsense” (Theaker, 2008)

The next public relations evalution method I will discuss is The Pyramid Model of Evaluation. This evaluation method was developed by Lindenmann and explored further by McNamara, 2002 (Madigan, 2016).This model uses different steps or “levels” called Inputs, Outputs and Outcomes.

The Objective of using the pyramid model is to “provide a simple practical overview of applied research for public relation practioners” (Theaker,2008)

This model shows how “public relations follows a cognitive, attitudinal and behavioural persuasive pattern” (Madigan, 2008) the model is designed to use two types of research that work hand in hand together. These are formative and evaluative research methods where at each stage of the campaign process or at each level of the pyramid evaluation should take place.

The Pyramid is designed to be read from the “the ground up “(Theaker, 2008). The bottom of the pyramid is a representation of “ground zero of the Public relations planning process” (Theaker 2008).Here you can begin to plan to research an Idea or message and work towards achievable the “desired outcome” (Theaker,2008)

The Inputs or the first stage is where the formative research begins. Here you can research what the target audience wants or needs, or how they think and feel, making the audience aware of what is going on, expressing to them the aims of the client by using different forms of media to send out the client’s message. 

The Outputs/Outtakes stage or the process and program evaluation stage (Theaker, 2008) is the second stage of the pyramid which shows the public attitudes and ideas developing on the clients message. It can also help the client see what part of the market has consumed the message, how many understand the message from the client or the number of messages you have seen in the media about the client.This can be done through, focus groups, opinion polls, media monitoring and interviews. (Theaker,2008), (Madigan,2016).

The Outcomes Stage/ the functional and organisational evaluation stage , It is here where you can see if there has been any behavioural changes, or changes in attitudes from the public on  the clients message this can be seen through doing large scale surveys ,creating  focus groups  and general observation of all data and media outlets (Theaker,2008).  

(Mc Namara,2002)

In my opnion the Pyramid model is a correct method of PR evaluation because it’s not a method that can rushed, and different sub methods of evalution happen on each level, which means you will have more exact ideas about how the public’s attitudes and opinions are developing which help the client know exactly where they stand with its publics. The only flaw in this evaluation could be the cost it could incur to conduct certain styles of evaluation for example data collecting if not online can be costly.

So friends the next time your thinking of evaluating your PR campaign or you just want to impress your PR lecturer, do not be afraid to utilise these blogs to your advantage.

I hope you found this inormation helpful , and who knows the next PR campaign you ever create could be a big hit.

Until Then Friends,

Stay Social Media Minded. 

Sources:

Madigan,P. (2006) Pyramid of Evaluation Model, (CW_BHCPR_B) Y2: Public Relations, Institute of Technology Carlow, Department of  Sports, Media and Marketing, unpublished.

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

Friederike Rummenhohl, (2016) Pyramid Model of PR Research. [online],available at: http://friedagoespr.blogspot.ie/ [accessed 17/10/16]