Measuring the success of a Public Relations campaign - II
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The next level of measuring PR effectiveness is whether the target audience groups received the messages directed to them. Have they they retained and understood the message that was intended too. Walter Lindenmann labels this level as Outgrowths.This level of success of public relations campaign will depend on immediate reaction that you will receive or you desired to receive from target audience. The best example is getting our event listed in the events and listings section. A press conference would not be a ideal event to be listed in this section. Listing would be recommended for a children's workshop in a book store. The outgrowth would be the number of participants for the workshop. Event participation would be the measurement tool.
The other forms of Outgrowths are:
Dip stick study: A dip stick study in the form of the recall of the particular brand, corporate or spokesperson vis-a-vis the competition. Which is the top of mind brand recall for the media in a particular industry? It should be the brand that you are working on, if it isn't then you need to work harder.
Call ins: If there is a particular interview that is being broadcasted on the radio and the floor is open for call-in interviews with the celebrity. The number of callers would be the measured as a success rate.
Contest Entries: If we are promoting a particular contest, the number of contest entries. A corollary to this would be the number of SMS received as votes for the winning contestant - Indian Idol, Nach Baliye.
Focus Groups: A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept or advertisement, immediately after they have been exposed to the messages of the particular element.
The other would be candidates appearing for walk-in interviews after reading the classified section in the newspaper. The number of visitors to the company website increasing after the company has made a new announcement. Case in Point would be the launch of the Tata Nano and the number of visitors to the website that were increased due to the announcement. Another observation was Tata Nano, Tata Motors, $2500 car being the top 25 searched keywords on Google as on January 10, 2008.
My next article will highlight success based on the other measurement techniques under Outcomes!!
(This is the second in the three part series on measuring the success of a Public Relations Campaign)
Labels: measurement, PR tools
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