Transcript PR efficiency measurement

PR EFFICIENCY
MEASUREMENT
M E A S U R I N G A N D M O N I TO RI N G T H E E F F I C I E N C Y O F P R I S
D I F F I C U LT A N D M U LT ID I M E N S I ON A L RO L E , W H I C H R E S U LT S
C A N N OT B E E X AC T LY D E T E R M I N E D .
S E A RC H I N G T H E M E T H OD S FO R T H E M O S T AC C U R AT E
A N SW E R IN G O N T H E G I V E N Q U E S T I ON I S T H E AC T UA L RO L E
I N T H E A R E A O F T H E T H E ORY O F M A R K E T I N G TO O L S
E F F I C I E N C Y Q UA N T I F I CAT I ON .
T H I S I S T H E TA S K W H I C H F U R T H E R D E V E LO P M E N T WO U L D
B E W E LC O M E D I N T H E E N T E R P RI S E S ´ P R AC T IC E , B E C AU S E
T H E A DV E R T IS IN G C O S T S R E P R E S E N T A S I G N I F I C A N T I T E M
I N T H E TOTA L C O S T O F T H E P RO D U C T.
M E T H O D S A P P L I E D TO M E A S U R E T H E E F F I C I E N C Y O F P R
P ROV I D E T H E I N FO R M AT I ON FO R T H E C O R P O RAT E
M A N AG E M E N T FO R D E C IS IO N S M A K I N G A N D A L S O FO R
E VA LUAT IN G T H I S D E C I S IO N S .
EFFFICIENCY OF PUBLIC RELATIONS
MONITORING THE EFFICIENCY OF ADVERTISING
AND PUBLIC RELATIONS IS A SPECIFIC
PROBLEM OF BUSINESS COSTS EFFICIENCY
CONTROL. THIS FINDING IS BASED ON THE FACT
THAT EFFICIENCY OF ADVERTISING AND PR IS
BASED ON A COMPARISON BETWEEN THE DESIRED
EFFECT AND THE ACTUAL EFFECT.
• Non-economic
• economic
NON –ECONOMIC
EFFICIENCY
The non-economic effects of PR are measured on the
basis of categories of action:
• the degree of knowledge
• value of recollection
• value of recognition
• image
NON –ECONOMIC
EFFICIENCY
Recognition test is realized in a very simple way by using the
test workbook, which is presented to the tested person.
Subsequently, the workbook is rebrowsed again and found out if
the tested person recognised the ads or not and what features
of ads are remembered the best.
Recognition is very easy to achieve by using attention-getting
devices like catchy visuals, unusual headlines, bizarre or odd
shapes, flashy and vivid color etc. and recognition alone does
not ensure purchase by consumers.
Although the recognition test is widespread in practice, the
results must be interpreted with caution, because the values do
not show whether the effect is possitive or negative.
Recognition test
NON –ECONOMIC
EFFICIENCY
Recall test is a kind of a memory test that attempts to measure
the impression or penetration made by an advertisement/PR
article on the readers or viewers mind.
Participants are presented with stimuli and then, after a delay,
are asked to remember as many of the stimuli as possible.
Memory performance can be indicated by measuring the
percentage of stimuli the participant was able to recall. An
example of this would be studying a list of 10 words and later
recalling 5 of them. This is a 50 percent recall.
• Cued recall
• Free recall
Recall test
NON –ECONOMIC
EFFICIENCY
Image analysis can detect the emotional strength and
motivation effects of advertising and PR.
Obtaining testimony on how the customer sees the
manufacturer and consequently the product may stimulate and
create the preference.
Terms that could be used in research of image are: reputation,
credibility, reliability, responsibility, and further in response to it
are also words that suggest perception of communication
announcement, its style and perceptions of users (eg.
Advertising/PR was alive, boring , attractive, normal, interesting,
nice, semantically empty, serious etc.).
Image analysis
NON –ECONOMIC
EFFICIENCY
Efficiency of PR campaigns can be measured only if they there
are set measurable objectives. This means mainly short-term or
long-term awareness building, change of opinions and attitude
to the company, which has to be measured in the target
group.
• Results of PR can be based on three performance indicators:
• inputs
• outputs
• indicators of success:
Efficiency of PR
campaign
NON –ECONOMIC
EFFICIENCY
• Variable inputs: measured PR activities, such as number
of interviews, number of business meetings, etc.
• Variable outputs: PR results measured in terms of media
coverage and publicity (efficiency of press relations, Newton
Media).
• Indicator of success: measures the extent of achievement
of predetermined objectives in relation to target group. This
procedure is very similar to measuring advertising efficiency.
Examples of measurement are: the proportion of the reached
target audience, changes in knowledge and awareness,
changes in opinions and attitudes, the development of image
and reputation, the extent of changes in behavior.
Efficiency of PR
campaign
ECONOMIC EFFICIENCY
As methods of measuring the advertising efficiency on sales
may be used the method of direct interview or the test method
of the regional sales.
Their results are only approximate quantification of the level of
real findings.
Economic
efficiency
EVENTS
Event
• external purpose: organized action of social or entertaining
character
• Internal purpose: direct addressing of recepient, good
relations, improvement of company image
EVENTS
Any product information is better remembered when connected
with some experience, if we can actively share on this
experience. Event – impact on all our senses/perceptions
WHY EVENTS?
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Provide new information
Launch new product
Award/evaluate partners
Increase awareness, esteem
Recall brand/anniversary
Increase loyalty of employees
…..
PLANNING
FOR WHOM?
Target group
• Internal –employees
• External
• Existing customers
• Potential customers
• Existing partners
• Potential partners
• Suppliers
• Media and sponsors
• Top management
• Broad public
PLANNING
WHAT EVENTS?
Work
Festiv
Prestigeous
Meeting
Gala dinner
Foundation ev.
Training
Conference
Award giving
Seminar/workshop
Promotion of new
product
Conference
Benefit evening
Teambuilding
PLANNING
WHERE?
Practically anywhere (meadow, sports ground, community
center… ) – location has to be assesed in regard to:
• Capacity of the space
• Acommodation and transport to/from
• Sanitary facilities
• Space for production and performers
• Technical conditions – sound engineers. Caterers
• Price of rent
• Genius loci (Specific atmosphere of given place)
WHAT PROGRAM?
• Performers
• Services
• Catering (what, for whom)
• Photographers
• Decorators/decorations
• FX
• Equipment (indoor, outdoor, technical
equipment)
• Organizers
• Dress code
• Timing
• Preparations
• Event
• Time keeper
HOW MUCH?
Service
Invitations
Leaflets
Rent
Decorations
Assumpt
ion
Advance
payment
Settlement
Reality
EXAMPLES
http://www.run-up.cz/
http://www.kalendarakci.atlasceska.cz/svetovy-densrdce-na-ladronce-praha-6-6554/
http://www.pr-excellence.cz/cz/klienti.htm