Public Relations Measurement – The Model And Its Influence

Public Relations measurements are highly important to most companies or businesses looking to get ahead. These measurements can be compared and contrasted against previous measurements. These findings will give the organization useful insight on the effectiveness of any aspect of their company. Companies can even compare their findings to other companies to see, how they fair against competition. The actual steps towards measuring Public relations can become very complex, very quickly. There is no one technique that will calculate the effectiveness of PR. However, there are several different solutions and options that will provide the sought after information.

Figuring Out The Measurements

The commission on Public Relations has created a process that is composed of five different parts. The first section is to set goals that are measurable. These may include a number of different variables including: number of employees, advertising, and number of customers, profits and shareholders. The second section involves measuring public relations outputs. These outputs include small or short term goals. These goals may include getting media reporting on a service, product or event. The third section involves taking a sample of selected groups and measuring their awareness of a product or service. The fourth section involves different changes within the publics opinion of a company. The fifth and final section involves the company or organization effectiveness. This is typically done on a large scale, rather than focused upon one section of the company.

Simple Calculations: Public Relations Measurements

In most cases simple calculations are used to determine the measurements of public relations. These simple calculations will help the business determine several measurements rather quickly. One of the most used methods is the Advertising Value Equivalent method. This method takes into account certain cost of PR and compares them to other types. The mathematical expression of this calculation is: Advertising Value Equivalent= similar PR advertising cost/ PR campaign cost.

Different Types of Public Relations

To better appreciate the PR measurements it is important to look at some of the most common PR types available. Some of these PR types have been around since the 1800s and continue to thrive unto this day. Understanding these different PR types puts the vastness of public relations into better context. Radio, Television, Internet, and Film are all great examples of public relation types used by big companies. These PR types have all stood the test of time as great way to display information to the public. Also these types of PR can be measured by different variables, offering companies or organizations great feedback.

Conclusion of Public Relations Measurements

Public Relations Measurements benefit companies in that they allow them to compare and contrast different types. This can help a company make better choices in the future to attract the attention of more stockholders or customers.

Public Relations Measurements rely heavily on a five part systems that involves: PR outcomes, short term goals, long term goals, and public opinion. As PR continues to evolve in the future, some of these measurements will change as well. However the core values of PR will remain the same. For more information, please visit: Public Relations Measurement New York
 

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