An Introduction to measurement and evaluation

Read a measurement blog by Katie Delahaye Paine, aka The Measurement Queen (@queenofmetrics) on PR Central - 'The number 1 reason why PR gets no respect - stupid metrics'.

Download a presentation by PRConf14 speaker Michael Ziviani, CEO at Precise Value on 'Showing the business value of PR - How to approach media evaluation to achieve the latest International best practice'.

PR measurement and evaluation is not just theory - it is an essential component of good practice that every organisation should expect as part of public relations and communications management provision.

Every organisation - commercial, not-for-profit, public sector or charity - has outcomes that need to be achieved and every organisation has relationships to build, which is where public relations contributes to organisational success.

Public relations is concerned with building and sustaining the relationships we need in order to maintain our 'license to operate' and the evaluation of that task incorporates far more than mainstream media measurement or a simple 'counting house' approach.

Organisations expect evaluation that acts as a guide to good strategy and execution. That means looking at the whole picture.

There is no 'one size fits all' template. While the process of measurement and evaluation itself is agreed as important worldwide, there is no template for measurement and evaluation. Each organisation has its own outcomes, its own expectations of value and a unique set of opportunities and restrictions. By following the process, concentrating on outcomes and measurable objectives, a research, measurement and evaluation process can be created that provides insight, clarity and focus for public relations and communications programmes.

Reporting to leadership:

1.Robust measurement and evaluation informs strategy, provides direction and ultimately improves effectiveness

2.Resourcing measurement and evaluation will save money in the long term as programmes will have a clear focus

3.You wouldn't leave your financial reporting to chance - why leave your communications reporting?

4.Establishing an evaluation process frequently helps determine business outcomes as well as PR and communication outcomes

5.Evaluation provides insight into the organisation's effectiveness, relationships and reputation

Your practice

1.Measurement and evaluation proves the value of your work

2.Measurement and evaluation helps you make the most of scarce or limited resources

3.Measurement and evaluation tells you what works - and what doesn't

4.Continuous evaluation allows for accurate navigation and allows the team to keep all activity on course

5.Research, measurement and evaluation tells you where you are going, how you'll get there and when you've arrived.

For more information about outcomes, click here

For more information about outputs, click here