How does a PR practitioner measure the effectiveness of a campaign? There are a few different ways this effectiveness can be measured.
Bottom line, measurement is important because it shows how well you did on a particular job and if your time and resources spent were worth it or need some changes.This is especially critical for PR professionals who desire to do a better job in their field of work and keep up with the ever changing demands of the public relations field. When it comes to PR, the way a campaign is handled is especially important because their main goal is reaching the people of their target audience. An important element of a campaign is having a clearly established set of measurable objectives.
Let’s begin with the three levels of measurement for public relations, according to the book Think Public Relations…
1) BASIC–message distribution and media placement.
2) INTERMEDIATE–includes more sophisticated techniques, deals with the measurement of audience awareness, comprehension, and retention of the message.
3) ADVANCED–measurement of changes in attitudes, opinions, and behavior.
By using these different levels, PR professionals can more accurately find out the effectiveness of their campaign. For example, in the most basic form of measurement, this includes counting news releases, feature stories, photos, letters and other things. This gives the management an idea of the staff’s productivity level and output. Several other ways include message exposure, press clippings, radio/television mentions, media impressions, number of hits on a website and audience attendance st special events.
There are a variety of ways PR professionals can measure the effectiveness of their campaigns, but using these levels and objectives gives them a criteria for how to better evaluate. I found this chapter to be quite helpful, especially because this kind of measurement relays to many different areas of life, not just in PR.