PR Evaluation - Is Your Public Relations Working

Tue Feb 12 2019 at 09:30 am to 05:00 pm
The Press Association, 292 Vauxhall Bridge Road, London, United Kingdom

The Press Association, 292 Vauxhall Bridge Road, London, United Kingdom

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Press Association Training
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PR Evaluation - Is Your Public Relations Working

Is your PR working? And how do you know? Equally importantly, how do you demonstrate to your colleagues and clients that your campaigns are working? This course will bring you up to speed on the latest trends in PR evaluation and give you the tools to measure your success. Using tutorials, practical exercises, case studies and discussion it will help you meet the challenges and demands of modern PR evaluation.

This course is for anyone who works in external communications role either in-house or for an agency, but also for anyone who has to assess the impact of PR.

Course Outline

Embedding evaluation into the planning process


The importance of setting measurable objectives

Relating your metrics to your objectives

Putting evaluation at the heart of your PR plans


Outputs and outcomes: understanding the difference


The Barcelona principles: background

Understanding the limitations of traditional measurement

Why the focus has moved away from outputs to outcomes


Audience measurement – the need for qualitative measurement


Why measuring outputs isn’t enough

The challenge of measuring outcomes cost-effectively

Using a media metrics framework


Horses for courses – designing your own measurement template


Assessing your existing measurement tools

DIY measurement – using the PESO model

Adapting your reporting for the internal audience


Testimonial

"I FOUND THE COURSE THOROUGHLY INSIGHTFUL AND ENGAGING. I ESPECIALLY APPRECIATED THE JOURNALIST RUNNING THE COURSE."

Naomi Totten, Betfair

"A REALLY INFORMATIVE AND GREAT DAY. THE COURSE WAS EASY TO FOLLOW AND THERE WERE PLENTY OF OPPORTUNITIES TO ASK QUESTIONS IF NEEDED."

Leah Mylles, Fulham Football Club
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Created By:
Press Association Training
Spread the word