Measuring

success
JOUR 374
 Why do we need to measure
success?
• Because clients want to know if and how their resources have been
used to generate publicity.
• They demand accountability.

• Measuring output versus measuring outcomes.

• Before any PR program can be properly evaluated, it is important
to have a clearly established set of measurable objectives.
• Have a frank discussion about objectives with your client and
management – before launching a program.
 Measurement of
Production/Distribution
• Giving a client or employer a count of how many news releases,
features stories, photos etc were produced in a given time is not
meaningful as it emphasized quantity over quality.
• PR practitioners might be tempted to send out more news releases than
necessary just to meet a given quota.

• A better approach is to use targeted mailings that generate a high

percentage of media placements.
 Measurement of Message Exposure
• Most common way of evaluating public relations programs is the
compilation of print stories, broadcast mentions, and the number of
visitors visiting your client’s websites.
• Monitoring services can be hired to review large numbers of print and
online publications.
• The main purpose of compiling media is to find out if your material was used by
the media.
• Was the public exposed to your message?

• Today, however, PR managers and senior management are placing

more emphasis on who is being reached and what they do with the
message.
 Measurement of media exposure (Contd.)

• A common way of measuring media exposure is to compile the

circulation figures of the publications where one has received coverage.
• Another way is to comparing equivalents with advertising costs.
• Highly inaccurate way of measuring.

• Now using software, one can measure: (i) article size compared to
available space in the publication, (ii) the tone, (iii) mention of key
messages, (iv) number of keyword mentions, (v) type of article,
(vi)byline, (vii) degree of coverage in top markets, and (viii) coverage
by region.
 Monitoring the Internet
• Using free online sites such as Google Analytics, Google Alerts can
help PR practitioners compile mentions regarding their organization
or clients.
• Metrics of measurement are readily available at social networking
sites.
• Facebook Insights gives you information about why and when one’s fans’ activities
increases or decreases.
• Who found your message interesting enough to share it through
bookmarking sites such as Digg and Delicious.

• Youtube Insight gives account holders who have uploaded videos to the site a
range of statistics, charts and maps about their audience.
 Measuring methods (Contd.)

• Measuring the number of requests for information.

• The cost of reaching each person in the audience often is calculated
as part of the evaluation process. Ex: Superbowl.
• Event attendance: The number of people attending an event or
venue can be taken as an indicator of the success of a PR campaign.
• The audience perception can be examined through short interviews or surveys.
 Measurement of audience awareness

• Surveys are used to assess audience awareness of a campaign.

• One way to measure audience attitude changes is by sampling the
opinions of the target audience before and after the campaign.
• Practitioners conduct benchmark studies that graphically show percentage
differences in attitudes as a result of increased information and persuasion.
• Attitudes and opinions also can be assessed by keeping a record of phone calls
and emails received from customers.
 Measurement of audience action

• Audience action can be measured using sales figures, market share,

voting results etc.
• Newsletters and brochures can be evaluated with the help of
readership surveys, article recall, focus groups.