There are many aspects of the campaign that need to be measured such as expenditure, timelines and results. In every case, it is absolutely critical that PR campaigns be precisely measured. Kerslake (2015, p.1) explains that an 'effective evaluation can show management the "worth" of the campaign as well as proving its success.'
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| Source: Farm3 2015 |
Monitoring is keeping an eye on what is going on in the campaign throughout the process of it. Without this step, it is difficult to address what needs to be changed for the end success of this campaign. An evaluation on the other hand takes place at the end of the campaign and is the overall evaluation of the campaign and if it was successful or not. The PRIA (2014) explains that practitioners should design their public relations campaign to enable effective measurement and planning with demonstrable results in mind such as conducting benchmark research.
There are various methods to measure concepts like expenditure, timelines and results. Firstly to measure expenditure, it is important to have a spreadsheet for expenditure tracking against a predetermined budget. In regards to measuring timelines, usually a GANT chart is the best method to use as it is easy to track the progression of the campaign. Lastly, to see the results of the campaign, a good method is to ask for feedback. Sending out surveys are a common method to see how the public acted towards the campaign and if it achieved its goal (Wilcox, Cameron, Reber & Shin 2013).
In conclusion, there are two different parts of the measurement process. Monitoring is during the campaign and evaluation is after the campaign. Without measuring the campaign, it would be unclear whether or not the campaign was on the right track or was successful. Therefore, measurement of a campaign is absolutely critical.
There are various methods to measure concepts like expenditure, timelines and results. Firstly to measure expenditure, it is important to have a spreadsheet for expenditure tracking against a predetermined budget. In regards to measuring timelines, usually a GANT chart is the best method to use as it is easy to track the progression of the campaign. Lastly, to see the results of the campaign, a good method is to ask for feedback. Sending out surveys are a common method to see how the public acted towards the campaign and if it achieved its goal (Wilcox, Cameron, Reber & Shin 2013).
In conclusion, there are two different parts of the measurement process. Monitoring is during the campaign and evaluation is after the campaign. Without measuring the campaign, it would be unclear whether or not the campaign was on the right track or was successful. Therefore, measurement of a campaign is absolutely critical.
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| Source: Fresh spectrum 2015 |
References:
Farm3 2015, Evaluation, digital image, viewed 30 April 2015, http://farm3.staticflickr.com/2795/4514141088_df16489639_o.jpg
Fresh spectrum 2015, evaluation, digital image,viewed 30 April 2015, http://freshspectrum.com/what-is-evaluation-anyway/
Kerslake, T 2015, Module 7: The public relations campaign: monitoring and evaluation, COMM11110, Introduction to Public Relations, CQUniversity e-courses, https://moodle.cqu.edu.au/course/view.php?id=215
Public Relations Institute of Australia 2014, Statement of principles on best practice in PR measurement and evaluation, viewed 30 April 2015, http://www.pria.com.au/knowledgebank/area?command=record&id=546
Wilcox, D, Cameron, G, Reber, B, Shin, J 2013, Think public relations, Pearson Education, New Jersey.
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