The document discusses measurement and evaluation in public relations and communication. It emphasizes that goal setting and measurement are fundamental to PR, and that both qualitative and quantitative methods should be used. It recommends measuring communication outcomes rather than just outputs, and measuring impact on organizational performance where possible. It also discusses levels of measurement from input to impact, and the difference between correlation and causation when evaluating PR programs.

1. Stuart Bruce Chart.PR FCIPR FAMEC
Measurement and Evaluation
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© Stuart Bruce Associates 2018

5. Impact
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6. Iterative
https://www.gapingvoid.com/
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7. Insight
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11. http://www.thinkwithgoogle.com/insights/library/studies/the-new-multi-screen-world-study
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12. 2010

13. Goal setting and measurement are fundamental
to communication and public relations
1
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14. Measuring communication outcomes is
recommended versus only measuring outputs
2
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15. The effect on organisational performance can and
should be measured where possible
3
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16. Measurement and evaluation require both
qualitative and quantitative methods
4
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17. AVEs are not the value of communications
5
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18. Social media can and should be measured
consistently with other media channels
6
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19. Measurement and evaluation should be
transparent, consistent and valid
7
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20. Barcelona Principles 2.0 just measure
communications.
Don’t measure public relations.
Reputation, influence and relationships.

21. OBJECTIVES

22. STRATEGY

23. TACTICS

24. O S T
Objectives Strategy Tactics
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25. “Strategy without
tactics is the slowest
route to victory. Tactics
without strategy is the
noise before defeat.”
Sun Tzu, The Art of War
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26. http://sbpr.co/2e4ZNez
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27. GCS Evaluation Framework
http://sbpr.co/2e50R1W
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28. http://sbpr.co/amecief

29. Levels of measurement
INPUT OUTPUT OUTTAKE OUTCOME IMPACT
Planning,
preparation,
pre-testing,
production
(the
contribution
you have
made in terms
of time,
resources and
material.)
The crudest
measure
simply
recording
what went out
so what is
delivered,
distribution,
reach etc.
The extent to
which the
target
audience was
aware,
understood
and
remembered
it.
The degree to
which the
campaign has
actually
changed
audience
opinion,
behaviour or
attitude.
Quantifiable
impact on the
organisation’s
goals.
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30. Levels of measurement
INPUT
•News releases issued, blog posts published, tweets, Facebook status updates, events organized,
web pages produced etc
OUTPUT
•Media coverage (reach, qualitative and quantitative analysis, messages etc), web site visits,
event attendees etc
OUTTAKE
•Engagement, social media mentions and shares, likes, retweets, comments etc
OUTCOME
•Downloads, sign-ups, registrations, subscriptions, search volume, advocacy (organic social media
mentions, media citations, parliamentary mentions, surveys, interviews, focus groups
IMPACT
•Quantifiable impact on the organisations objectives – cost reduction, revenue generated,
complying actions, behaviour change etc
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31. Causation and correlation
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32. Causation and correlation
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33. Causation and correlation
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https://sbpr.co/2I0QVma

34. Stuart Bruce Chart.PR FCIPR
Any questions?
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© Stuart Bruce Associates 2018

35. Credits
• All photographs taken by and © Stuart Bruce unless otherwise stated
below
• If you can’t measure it cartoon – Hugh MacLeod, Gaping Void
• Cabinet of Ministers building in Kyiv – via Ukrainian government
• David Cameron and Nick Clegg – OpenDemocracy.net
• Hippo – Wikipedia
• Pile of newspapers – source unknown
• Televisions – Wikipedia
• Other images – freerangestock.com