(Business by Design, 2015)

‘Return on Investment’ is a measure of value, enabling the stakeholder or investor to ascertain the final worth of the PR Campaign, essentially determining it’s success.

Quantifying value or ‘ROI’ in Public Relations, can be a bit like guessing how long a piece of string is, which is why ‘monitoring’ and the final ‘evaluation’ phases of the campaign are vital.

Monitoring is done throughout the campaign to ensure accuracy and trajectory, whilst the evaluation is conducted at the conclusion of the campaign.

The final evaluation provides evidence that the campaign, accurately exposed and disseminated a message, that was accepted by the target publics inspiring action or a change of behaviour. (Wilcox, et al., 2013)

The methodology used correlates directly to the campaigns original goal being educative, informative or persuasive.  Various methods will be used in proving the objective is achieved.

The PR professional will use a series of ‘Quantitative’ and ‘Qualitative’ methodologies to benchmark and measure results.

(My Market Research Methods, 2011)

Quantitative measures are based on factual data, and includes measures like, the number of presentations completed, or the number of facebook likes achieved.  These methods whilst useful in determining message exposure, do not prove message understanding or retention.

Alternatively, qualitative measures capture message discernment and sustainability, methods commonly used include focus groups and interviews.

As a guide to a complete and comprehensive evaluation plan, the ‘Public Relations Effectiveness Yardstick’ recommends a combination of all 3 levels of measurement and evaluation. (Wilcox, et al., 2013)

The first level or basic level considers simple methods showing distribution and exposure. The intermediate level measures awareness, comprehension and retention and the final advanced level determines behaviour, attitude and opinion changes. (Wilcox, et al., 2013)

Ultimately,  the PR campaign’s success will count on ‘what counts’ and ‘what needs to be counted.’

(Carpe diem 101, 2016)

Reference List:

Business by Design, 2015. Business Coacning ROI 433%. [Online]
Available at: http://www.bizbydesign.com.au/business-coaching-roi-433/
[Accessed 28 April 2016].

Carpe diem 101, 2016. Decide: Work Smarter, Reduce Your Stress, and Lead by Example. [Online] Available at: http://carpediem101.com/decide-work-smarter-reduce-your-stress-and-lead-by-example-by-steve-mcclatchy-a-27-min-summary/decide/[Accessed 1 May 2016].

My Market Research Methods, 2011. Quantitative vs. Qualititative Research: What’s the Difference?. [Online]
Available at: http://www.mymarketresearchmethods.com/quantitative-vs-qualitative-research-whats-the-difference/
[Accessed 27 April 2016].

Wilcox, D. L., Cameron, G. T., Reber, B. H. & Shin, J.-H., 2013. Think Public Relations. Second ed. New Jersey: Person Education, Inc..