The Future of PR Evaluation

By: Henshall Centre  08/10/2009
Keywords: PR Strategy

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.

COURSE CONTENT

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 evaluation.

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 toolkit.

Keywords: PR Strategy