Measurement and Evaluation
Output and Outcome
Measuring return on investment is one of the most hotly debated issues in public relations today. New measurement methodologies are constantly being integrated to ensure optimized performance. With a more elusive consumer living in a multi-media world, we now place greater emphasis on measuring the quality of the coverage -- including the scope, tone and authenticity of message content. Every public relations program should have an evaluation method that correlates the program with the business result, in terms of output and outcome.
Output: measures execution of the public relations program
- How was the message disseminated?
- How many people did we reach?
- How many requests for information?
- How many total impressions?
- Did intermediate audiences (e.g., media) act on our material?
- Were key messages featured in media coverage?
- Did the right audiences (our targets) receive messages?
Outcome: measures the effects (What happened as a result of public relations and how did audience change?)
- Did it stimulate endorsements or recommendations?
- Did the audience take action?
- Were attitudes or opinions changed?
- What behaviors were modified?
- Did it increase the audience's knowledge?
