2. Why do Evaluation
What to learn today:
All PR methodologies include Evaluation
Who?
When should evaluations be done?
What is your experience?
Techniques
Future
3. Things to Measure
volume and favourability of coverage
delivery of key messages, issues and trends
key publications & journalist tracking
full intelligence on competitors media presence
breakdown by brands / services / products / business areas
impact achieved
media type
opportunities to see,
regional & socio-economic profile
reach & frequency of coverage in terms of actual number of
people against tightly defined core target audiences
concise summary of entire report
full qualitative analysis in easy to understand explanatory text
4. Things that are hard to measure
Reach
Tone
Impact
Effect
Meaning
Curation
Big Data
5. Who does this sort of stuff?
Dead Tree analysis
http://www.amecorg.com
Early authors: Linda Hon, Phillips 1992, J. E. Grunig, 1977 b,
1983; J. E. Grunig & Hickson, 1976; Suchman, 1967; Wright,
1979, Dermot McKeone 1995
Digital analysis
http://www.radian6.com/
Http://kleaglobal.com
Is that enough?
Socio, economic, share, etc
http://www.brandwatch.net
6. Next generation
All the web
Real Time Web
Real time correlation
Computerised
Also real time location, etc etc
New aproaches
http://bit.ly/bXARaG
Towards Relationship management
7. A process for management
There is the opportunity to mix and match the
knowledge and experience of the practitioner.
Perspectives
Subject areas
What is important
What is positive
What more is there to know?
15. PR meets Big Data and Semantics
We saw what big data looks like for the PR practitioner
We saw how we can get information and turn it into
data
You learned how to inject professional insights into
Big Data .
You now know how to get a competitive advantage.
16. Why do Evaluation
Did we learn today:
All PR methodologies include Evaluation
Who?
When should evaluations be done?
What is your experience?
Techniques
Future