How can PR be evaluated?
Evaluation of a PR campaign is crucial to ensure that your organisation is getting a good return on investment. Evaluation is easiest if defined objectives are set at the beginning of a PR programme. For example, if a campaign’s main aim is to raise awareness of a company or product within a target market then research can be undertaken before the campaign begins and again after twelve months so that shifts in perception can be more accurately measured. Research is also a good way of generating newsworthy material for use within the campaign itself. Coverage received can also be measured against what it would have cost to place an advertisement in the newspaper/publication concerned. The PRCA (Public Relations Consultancy Association) suggests that this figure should be multiplied by four to give a better indication of value gained (on the basis that editorial coverage is more authoritative and worth more than straight advertising.) Even if you just double the figure, you should be gai
