
Exploring the tools and techniques of Public Relations measurement is quite challenging and perspective. There are dozens of special tactics which can be used as criteria in evaluation of PR effectiveness. But most of PR practitioners are agree to follow a certain scheme as a pattern. This scheme was presented by Dr. Walter K. Lindenmann and approved its reliability. According to Lindenmann, in the short-term, PR measurement and evaluation involves assessing the success or failure of specific PR programs, strategies, activities or tactics by measuring the outputs, outtakes and/or outcomes of those programs against a predetermined set of objectives. In the long-term, PR measurement and evaluation involves assessing the success or failure of much broader PR efforts that have as their aim seeking to improve and enhance the relationships that organizations maintain with key constituents.
Along with this widely accepted model there are many new tools appearing in industry. For example, PR Week has published an article about PR tool invented by Procter&Gamble called PREvaluate. It was developed during 18 months of research into brands where marketing-mix modeling could be applied, said Hans Bender, manager of external relations at P&G, who was also involved in the research. It measures PR efforts in the context of other marketing efforts such as advertising.
Bender added that the tool incorporates detailed analysis, including information on cost, scope, audience, geographic markets, and possible synergy with other marketing tactics. It was outlined that according to successful PR campaigns of P&G it proved its effectiveness.
Bender added that the tool incorporates detailed analysis, including information on cost, scope, audience, geographic markets, and possible synergy with other marketing tactics. It was outlined that according to successful PR campaigns of P&G it proved its effectiveness.
1 comment:
I can see why you might employ specialists for this type of activity. It seems pretty complex to me. I'd be interested in learning more about the process.
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