EVALUATE PR INFLUENCE BY CRUNCHING A FEW NUMBERS
Everybody wants to see tangible results when they invest their
hard- earned cash. But when it comes to public relations, we are
dealing with ideas and persuasion rather than nuts and bolts.
There is an ongoing challenge in the communications business to
prove that a $50,000 PR campaign, for example, generated at
least $50,000 worth of business-building media. Here's one way
to get a quantifiable evaluation of your media relations
programs.
Content analysis is the rather dry term used to describe the
quantitative and qualitative value of news stories generated by
an organization's PR department. Content analysis goes beyond
determining "equivalent advertising value" - what the coverage
would cost if it were purchased as advertising