Module 7 Blog Topic: Why is it absolutely critical that all PR campaigns be precisely measurable? How would you want to measure such things as campaign expenditure, timelines and results? Should this measurement/evaluation take place throughout the campaign or only at the end? Why? Give at least two references to illustrate your post (250-300 words only).
It is essential that measurement and evaluation should take place all throughout the campaign, as measurement is an important element for a Public Relations campaign (CQUniversity 2015). Wilcox, Cameron, Reber, & Shin (2013) points out that evaluating the impact/results start during in the planning stage in a campaign. As the problem is broken down into measurable goals and objectives; subsequently, after implementing the program, the results are then measured against the goals (Wilcox 2013). According to Wilcox et al. (2013) measuring audience attitudes, and audience awareness can help a PR; moreover, altering the opinions and actions of the audience once they are aware of the message is an important factor in a public relations campaign. Wilcox et al. (2013) remarks that, measurement can consist of analysing leader columns, social media and more. Analysing content for their tone, including the public opinion of the competition and accuracy.
The financial performance of increased income with a decrease in expenditure, as well as avoiding certain costs are what companies drive for in a campaign (Likely & Watson 2013). Evaluation or monitoring throughout a campaign may give suggestions for tactics or organisational stances that could change (CQUniversity 2015). Evaluating expenditure is when you evaluate whether the time and money spent actually accomplished the objective that was set out (Wilcox et al. 2013). Measuring and evaluating the timeline set out during the planning process; this makes room for adjustments if the time set was too strict or harsh (Wilcox et al. 2013). Results are one final aspect to be evaluated or measured in a PR campaign as this is a measurement of every aspect involved (Likely & Watson 2013). Consequently, without an efficient measurement or evaluation of results against the agreed upon objectives that are established during planning process; catastrophes can occur (CQUniversity 2015).
Biz Training 2010, Components of a public relations campaign, video, 26 September, viewed 17 May 2015, https://www.youtube.com/watch?v=HrF-QQYK9r4
CQUniversity 2015, COMM11110 Introduction to Public Relations Module 3: study guide, CQUniversity, CQUniversity e-courses, http://moodle.cqu.edu.au/
Likely F & Watson T 2013, ‘Chapter 8: measuring the edifice: public relations measurement and evaluation practices over the course of 40 years’, in Sriramesh, K, Zerfass, A & Kim, J (eds), Public relations and communication management current trends and emerging topics, pp. 143 – 162, Routledge Taylor and Francis, New York.
Wilcox, D, Cameron, G, Reber, B & Shin, J 2013, Think public relations, 2nd edn, Pearson Education, New Jersey.