Delegates learn how to:
· Understand what evaluation is, why it isn't used and the different mindsets needed
· Apply the seven principles of evaluation
· Avoid common faults in briefing and objective setting
· Distinguish between quantitative and qualitative methodologies and understand when to use each of them
· Set realistic budgets for evaluating.
The Argument For Evaluation
Defining what you mean by evaluation. The advantages of evaluation and
the reasons why we don't do it more. Incorporating evaluation into your
PR campaigns. Setting aside appropriate budgets for accurate
evaluation. Output, out-take, outcome: a different mindset for
Creating the Evaluation Environment for your PR Activity
The seven principles of evaluation. The importance of objective
setting. Aims, goals and objectives. Writing measurable objectives for
PR campaigns. The hierarchy of objectives and its impact on attitudes
and beliefs. Common faults in briefs for PR evaluation.
Quantitative Evaluation Techniques
Message uptake and Acid tests. How they work. Their advantages and
disadvantages. Weighting systems. How they work and how to use them.
Share of voice. How it works and when (and when not) to use it in a
campaign. Opportunities To See systems. Their weaknesses and their
redeeming features. Advertising Value Equivalents. Their weaknesses and
their redeeming features. Tracking studies. How to manage them. What do
they show? The importance of pre, post and actual testing.
Qualitative Evaluation Techniques
Measuring and monitoring attitude and belief behaviour. Likert scales.
How they work and what they show. Semantic differential scales. How
they work and what they show Devising questionnaires that get results.
The nine types of question. Organising and managing focus groups. Net
Performer Scores: the future of PR evaluation. The perfect evaluation