What are some ways that a PR practitioner can measure the effectiveness of a campaign? Also, discuss the importance of measurement.
A Public Relations practitioner can measure the effectiveness of a campaign in various ways. One is if it is a product that they are representing, then they can look at test studies of how many people used the product, how many people enjoyed it, and how many people bought it or would by it again. Was there any complaints with the products? Any safety hazarrds or is it only selling with a select group of people? Are you aiming at your demographic successfully? All of these can be measured with test studies and the amount being sold. Another way is if the person is a public relations representative for a celebrity, actor/actress, or just someone in the public eye, they could measure their success rate if the person is up for awards, or book deals, higher television ratings, or they are staying out of the gossip monger’s radar. If you are representing someone who is falling out of bars and clubs as much as they are falling into court, then you have a problem because it’d be pretty hard to spin that into a more positive image. If the person you are representing is spread across the front of tabloids with big print screaming “SCANDAL!” you’re probably not in good shape. All one has to do is look around to see if they are succeeding or not. Get in touch with the people who are on the receiving end of all the information, scour the message boards, hear what people are saying.
The importance of measurement is to show how well you are doing at your job. As a Public Relations practitioner, you are smack-dab in the middle of the media. You need to be aware of how you are contributing to it and if you are successful or not at doing so. How are you able to do your job if you do not constantly measure to see how far you’ve come?