There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.

1. Evaluating PR Campaigns

2. When it comes to PR evaluation, understand the
difference between outputs, outtakes & outcomes…

3. Outputs are the immediate results of PR…

4. i.e. the total number of
stories, articles or mentions
in the media, the number of
impressions, or the number
of website visitors

5. Outtakes are the extent to which the
audience understands, comprehends,
recalls & retains the messaging…

6. Analysis of media coverage, online tracking of
comments, and feedback & engagement with
audiences, are all ways that PR outtakes can be
effectively measured

7. Outcomes are the
extent to which PR has
changed audience
awareness, opinion &
behaviour

8. PR outcomes
may be an
increase in sales,
brand loyalty,
and/or changes
in public opinion
& behaviour

9. Press clippings are an entirely quantitative form of PR
measurement, that track & evaluate editorial publicity

10. Looking beyond clip
counting & media
impressions, towards
the accuracy of
coverage, takes you
from measuring
outputs to outtakes

11. Calculating readership
or circulation estimates
the reach of your PR.
It’s worth noting that
online reach can be
hard to calculate & is
often estimated based
upon overall site traffic

12. Share of Voice (SOV) refers to the percentage of
all online content & conversations about your
company, compared to that of your competitors…

13. There are several ways
SOV can be measured…

14. Quantitative - the number of times your company was
mentioned as a % of total industry mentions

15. Qualitative – scoring placements by:
Tier i.e. 1 – national & trade, 2 – local and non-specific
outlets
Type i.e. being quoted by an expert source or influencer,
mentioned in an article, or featured in an article written
specifically about your company or product

16. Tone - was the coverage
positive, negative or neutral?

17. Advertising value
equivalent (AVE) is a
poor measure of PR for
several reasons…

18. PR is not

19. Publications don’t always charge
rate cards

20. There’s no assessment of
quality and the choice of
multiplier is pretty arbitrary!

21. Measure editorial impact
using several factors…

22. The credibility &
relevance of the media,
and the tone of the article

23. Where the coverage appeared & how big the article was

24. How many of the target audience
would see the coverage & the
quality of these audiences

25. Make up your own metrics, as
you should already know the
best way to evaluate PR,
because you know what you
want to achieve!

26. Developing specific PR objectives ensures campaign
evaluation focuses on the success of your business
objectives, which are compelling metrics for the CEO!