How Do You Measure Campaigns?

Posted: April 16, 2013 in Uncategorized

Through my training and education on public relations measuring a PR campaign, this is something I know nothing about and had to do a little research to find out how to do this.  One traditional way that I found to measure your PR campaign is done using the advertising value equivalency (AVE).  This method basically weighs the value of an article against the cost of the advertising space; this value is based on a publication’s rate card.  This method is not like, and is not used as much as other methods because it does not give you the results needed to tell you if the news was accurately recorded.

PR is very difficult to measure just by the quantity of the campaign. The quality of the information is vital.  Some might even say that others not related to your company cannot measure your campaign because individual companies have different ways to measure their success.  I find this to be true, after reading many articles, blogs, and media sites.  Everyone has different opinions and therefore not everyone is going to agree on how PR should be measured.

A quote from Jeremy Porter, a journalist, said, “Most PR pros still judge their success by their ability to place material in the media rather than on the impact such coverage might have on shifting opinion, awareness, or moving markets.”

If I were a PR practitioner, I would simply measure the success of my campaign by comparing yearly, monthly, and daily results to what I am thinking about doing next.  Even though this is data that you get from previous campaigns that everyone else can compare, you still have your own opinion and since times change, things that didn’t work in the past might work now.  I would also take into consideration the audience of my campaign and base my work on what they might want to hear.  Gaining all the good recognition I could possibly get.

Photo Credit: k.landerholm via Compfight cc

Photo Credit: k.landerholm via Compfight cc


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