In this Issue PR class, our lecturer introduced evaluation part to us, mainly to discuss about its function, collecting solely press clippings or proving effectively the value PR.
The topic seems to be a little dull to the class, but I have to admit the fact that nowadays evaluation plays in an essential role in PR industry. It is like the score picture shown above. No matter the score is below standard as 5.2 or high above standard as perfect 10, evaluation does exist in almost every PR campaigns (especially those good ones). According to teaching content, there is a quote from Barcelona principles for PR measurement 2010, which points out the importance of PR evaluation:"Goal-setting and measurement are fundamental aspects of any public relations program". Truly, when I look back to the best PR campaigns selected from PR Week in 2011, going through to each campaign itself, I find out that they all mention about the evaluation part and the measurements are realistic and achievable as well.
In my point of view, collecting media clips is one of roles in evaluation, with the development of social media, adding more facebook likes and twitter fans are also goals in evaluation.So how to prove the PR value? I read some other PR websites and here I can conclude some tips to share with you.
First, it must be back to basics-to the goals and objectives in PR campaigns. We learn SMART (Specific, Measurable, Achievable, Relevant and Timely) format in PR classes, which is definitely useful to devise a meaningful form of evaluation.
Second, based on campaign aims select key performance indicators, such as ROI, KPI and so on. These elements should reflect the goals, and help you to create tangible outcomes.
Third, monitoring traditional media is a key in evaluation. Media coverage is the starting point for traditional evaluation techniques (as I mentioned).Collecting all clippings and brief them thoroughly, summarising the conclusion of the campaigns about what you are issuing, when and to whom, etc.
Finally, pay attention to new media. It can't be denied that in many areas, the internet is more influential than traditional media, specially some social media channels (Facebook and Twitter). We should monitor the web appearances and review newsgroups, blogs and RSS feeds for getting more knowledge and preparing for next campaigns.
Reference:
Internal material, University of Westminster, 2012
The best PR campaigns in 2011, PR Week,http://www.prweek.com/uk/features/1124547/Power-Books-Top-5-PR-campaigns-2011/
PR Evaluation-A Practical Approach, Free PR Advice and Tips,
http://www.free-pr-advice.co.uk/prevaluation.htm
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