How to evaluate?
Last Updated on Sunday, 25 April 2010 13:35
It goes without saying that evaluating return on investment is an economic necessity these days. The PR business is no exception.
When it comes to evaluating the effects of a PR campaign, the question is not "how many articles were written?", but ultimately we need to be able to answer the really important questions: "what is the impact on the awareness and image of the organisation?" or "what changes did the campaign effect among the target group?"; "has their perception altered and their behaviour changed?"; " have critical factors been removed that could pose a risk to the future of the company?".
There is a whole range of evaluation tools available, from the simplest to the most complex, providing quantitative and qualitative measurements. Before starting on a communication campaign, it is important to consider exactly what you want to evaluate and allocate the necessary budget. Ultimately, this form of evaluation needs to be in line with the predefined communication objectives and the contribution to delivering business returns.
It is possible to evaluate at three levels :
A whole range of evaluation resources
Any consultancy that is a member of the BPRCA can offer you the latest industry-standard evaluation tools:
Some consultancies offer their own evaluation programmes.