It’s all very well creating a stunning PR campaign but what’s the point if you don’t understand why it was successful or in some cases unsuccessful.
It has always been hard for public relations to show the true value of it’s work. The old system of AVE’s (Advertising Value Equivalent) is flawed in many ways, AVE rates on the basis that advertising and public relations hold the same value, this is not the case. An online advert doesn’t hold the same worth for example as an influential blogger writing a positive piece on a product or service. In traditional media such as newspapers there is no value that can put on a positive mention in an article on the front page the same can be said for a piece on the BBC. This is because you cannot buy advertising on the front page of a national newspaper or on a BBC TV station. In my (humble) opinion when people use AVE’s they are just being too lazy to produce a proper evaluation.
With the hard financial times we are currently in people want to get the most out of their money, so now more than ever clients want an accurate evaluation of their PR activity. Presenting them with a couple of press clippings and AVE’s is not going to cut it anymore. It’s important to provide your client with an accurate evaluation not just so they know you’ve done your job, but also to see for yourself what has worked well and what may not have worked so well. It’s also a great way to show how valuable PR really is, historically when times get tough communications departments are the first ones to be cut this is a huge mistake (obviously!) but if you provide the CEO with an evaluation of the work you have done he can see just how valuable PR is to the business.
So now you know how important an evaluation is, how do you produce a good one? Firstly you need to remind yourself of exactly what you wanted to achieve from the campaign, once you have done this you can evaluate whether the campaign was successful or not. Depending on what your campaign planned to achieve will largely determine what evaluation techniques you will use, however below are a few examples of techniques you can use that are more valuable than just AVE’s:
Audience coverage and response the basic of all tools is to monitor whether your message has reached your intended audience and if it has, what their response is to their message. This can encompass some of the methods below, and essentially is the foundation of your evaluation.
Digital Media Monitoring as I have spoken about in previous posts is integral. Monitoring what is being said about you online is incredibly important as consumers value online opinions more and more, it is also a valuable evaluation tool. Keeping track of online conversations during the time of the campaign can be a useful tool for audience awareness. There are various programs that can do this for you including Google Analytics and Lithium.
Media Mention tracking, including the likes of press clippings are still a good tool to use in conjunction with other methods. For audiences that read newspapers the value of pieces in newspapers will be hugely beneficial. In order to understand how beneficial you need to obviously know how highly your readers hold the opinions of journalists and newspapers.
Evaluation is such a huge task there are entire books, research papers, agencies and associations that focus solely on the subject. Public Relations still doesn’t have a universal evaluation process and I’m not sure this is entirely a bad thing. Public Relations campaigns can vary so hugely and like I said depending on what you want your campaign to achieve will determine what evaluation techniques you need to use. I agree there should be some official guidelines on how to produce an in depth evaluation, however I don’t believe standardising the process is particularly helpful. However there is one thing that I think all evaluations need to show, they need to demonstrate how effectively you have reached your audience and how the audience has responded, because if your message isn’t reaching you’re public you have definitely failed! How you monitor this though, is dependent on your campaign