Lecture 8: Measurement and

Evaluation
Significance

• Accountability for expenditure and

effectiveness
• Expectations on media relations
performance
Discuss

What do you think are the reasons for not doing

measurement and evaluation?
Discuss

• If your goal is to generate brand awareness, how would

you measure or evaluate your media relations activities?
Measurement and Evaluation

Outtakes Outcomes Impacts

Inputs Outputs
What you What you What your What yourWhat is the effect
do before deliver target target on your
the media under the audience audience organization’s
relations media know, think do or act image or
activity or relations or feel to reputation
program activity or make a
program decision
Financial: ROI

• Measures the investment in media relations activity to

the outcomes that it generates
• Link to achievement of the objectives of the media
relations activity or program
Advertising Value Equivalent (AVE)

• A measuring context for scale of coverage and

multiplying it by the advertising rate i.e. the cost
value of the media relations activity

• AVE = Size of article x Advertising Rate

Reach

• Reach
• Frequency
Reach

• number or percentage of people in the target audience who will be

exposed to the medium where the message appears
• sometimes called opportunity to see, or OTS or Impressions
Frequency

• number of times that the audience is exposed to the message

Ratings and Impressions

• percentage of the audience tuned to the media relations activity in

the program when it airs (live)
Share

• Of all those watching television at a given time, what percentage are

tuned to a particular programme
Cost Per Thousand (CPM)

• cost of reaching 1,000 of the target audience

• CPM = Total Schedule Cost/Gross Impressions divided by 1,000
Web and Social media Analytics

• Traffic Monitoring:
- Visitors   insights
- Clickthroughs
- Length/duration of visit
- Fans
- Engagement: likes, comments, shares, retweets
- Mentions
- Page Views
- Video Views
- Views Per Photo
- Bounce rate
- Churn rate
- Unfollowers