Your Public Relations and Communications Community

Secured Document - MyPRSA Login or Purchase Required Log in to MyPRSA to View or Purchase this item.

The Advantage Of Output Measurement


Publication Date: 2/2000

Source: SO01 Public Relations Tactics
Product Code: 6C-020012
Organization/Author/Firm: Jeffrey, Angela
Specialization(s): Research - Evaluation / Measurement / Measurement
Format: Newsletter Article (Tactics)
Member price:
FREE
Non-Member price:
$4.99


Summary

There are two types of measurement — outcome and output — both linked by carefully defined objectives at the start of a campaign. Outcome measurements, which tell us how much a public relations campaign has moved the needle in public awareness, attitudes and behavior. Outputs reflect the success of short-term tactics and efforts, and can be as simple as media content analysis, ad equivalencies, impressions, numbers of messages sent and placed, speeches given and attendance at events. Ad equivalency inaccurately infers that public relations can be compared to advertising; media value — the space or time occupied by a story — is what public relations can measure.




Training Webinars Included With PRSA Membership!

Broaden your skill set with access to more than 50 live and on-demand webinars in 2014.