PR evaluation

October 23, 2007

PR knows that evaluation is a problem. Or is that evaluation has a problem with PR?

Who knows. Either way, I’m having a pretty interesting time working with some media buyers and planners this week, and their stats-driven focus is pretty eye opening. Their reliance on up-to-date figures and feedback is pretty instructive in the emphasis upon rigour.

Equally they find the lack of precision and subjectivity of value of any piece of editorial coverage interesting.

Other key discovery of the week? Suits aren’t de rigeur for media buyers…

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4 Responses to “PR evaluation”

  1. Simon Says:

    Ahh evaluation – the age old PR conundrum! It’s about time that we met somewhere in the middle. I believe that the internet, not only a medium much better suited to the two-way street of PR the display focused advertising world, provides us with an opportunity for a fresh start when it comes to evaluation. We now have click-thrus, blog and forum postings, online sales etc – many different levels on which to help us quantify the impact of a tactic, whether it be for increasing brand awareness or financial ROI. You may be able to tell I work in consumer (product focused) PR…

    Congratulations on a really interesting blog – I found it after the PR Week article.

    PS Fortunately most of us consumer PR’s dont wear suits either…

  2. Stuart Mackinnon Says:

    I think Simon is right that the internet presents an opportunity recapture PR evaluation, not just for consumer PR but for the full spectrum.

    However consultancy PRO’s need access to the stats regarding a client’s website to be able to do this sort assesment.

    ABCe.org.uk is also a good place to start when deciding what criteria are best for assessment and was where I learned the difference between unique users, page impressions, hits etc.

    Congratulations regarding the PR week article!

  3. Andrew Leibs Says:

    Good morning–

    Just a quick question: is there a gold standard for PR software, the type that enables a practitioner to track and easily update all projects (including time spent on each) or pitch status and make reports that would satisfy any client?

    Some tell me Microsoft Project is a must; others say any spreadsheet is fine. I am very good at writing, pitching, and placing, but am looking to improve my record keeping and presentation efficiency.

    Thank you,
    Andrew Leibs
    Portsmouth, NH


  4. Andrew- certainly no ‘Gold standard’ which I’m aware of. But then again my trusty spreadhseet serves me well!

    Others?


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