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The final step in any program is measurement and evaluation. As stated in the last post, evaluation should refer back to the main objectives. PR professionals should think about if they met their objectives and what could have been done to do a better job. To do this, many measurements are taken:

Production/Distribution: A count of the news releases, photos, and other forms of copy that were produced and distributed.

Media Impressions: This is a compilation of where the above appeared and the penetration of the message.

Monitoring the Internet: The tracking of how many hits (visits) an organization’s website gets. Make sure to also keep track of th blogs and chat groups so you know what is being said about your organization.

Audience Attitudes: To measure, sample the audiences’ opinions before and after the program. Benchmark studies and taking complete evaluations on telephone calls, letters, and focus group interviews are a few ways to do this.