Chapter 12 Flashcards
Why do we learn about measurement and evaluation and it’s overall value in PR?
To see the results of a campaign
What type of measurement and evaluation is used?
Emotional, financial, and social value
what are two things that are good measurement practices can do?
- Validate the results of PR efforts.
- Promote credibility to those who fund programs.
Output measurements
The production materials for a campaign
Outcome measurements
What action is the audience takes in response to what we created
Sentiment analysis
An evaluation of the overall tone of a message as positive, neutral, or negative
Exposure analysis
How many people were able to see a message?
What are some methods used to evaluate a campaign?
Focus groups, surveys, focus, groups, and attendance and sales records
Advertising value equivalent
Evaluating the effectiveness of message exposure and is calculated by multiplying the size of an article by the advertising rate of publication
Vanity metrics
Metrics that look good, but not do not show anything other than high numbers
Impression
Any interaction between a piece of content and an audience member
What are the pros and cons of using AVE?
Pro - vanity metrics
Con - more typically used in traditional media
Sentiment
How people feel about your content?
Monitoring
The systematic process of analyzing online insights of a brands reputation
Listening
Uncovering emerging trends or opportunities that could impact an organization, positively or negatively
Analytics
An integrated approach for collecting data
Market analysis
Compare the market or industry position of one brand to it’s competitors
People analytics
An organizations dynamics and hiring practices
Web analytics
Collecting, analyzing, and discussing the findings of interactions that happened on the Internet
Social media analysis
Collect data from social media platform
Analytics versus analysis
Analytics is what will happen in the future
Analysis is what happened in the past
Impressions value
How much the exposure would cost you If you had to pay for the
What are two programs to apply analytics?
- Hubspot
- Google analytics.
What are industry standards for measurements and evaluation?
PRSA and AMEC
AVE should not be used
What are the key areas in AMEC?
- Inputs.
- Activities.
- Outtakes.
- Impact.
What are two of the best practices for measurement
- Evaluate the why of a measurement.
- Check your methods on a regular basis.
