MEASURING AND EVALUATING PUBLIC RELATIONS

Course Objectives
• Understand the importance of measuring and evaluating public relations efforts
• Learn various methods and techniques for measuring PR effectiveness
• Develop skills in creating and implementing PR measurement plans
• Analyze and interpret PR measurement data to make informed decisions
• Communicate PR measurement results effectively to stakeholders
Course Content
Introduction to PR Measurement
• Definition and importance of PR measurement
• Challenges and benefits of measuring PR
Setting PR Measurement Goals and Objectives
• Aligning PR goals with organizational objectives
• Establishing SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives
Identifying Key Performance Indicators (KPIs)
• Selecting appropriate KPIs for different PR activities
• Quantitative and qualitative KPIs
Measuring PR Outputs
• Tracking media mentions and coverage
• Analyzing reach, impressions, and engagement
Measuring PR Outcomes
• Assessing changes in awareness, knowledge, and attitudes
• Measuring impact on sales, website traffic, and customer loyalty
Measuring PR Outtakes
• Evaluating message penetration and retention
• Assessing stakeholder feedback and sentiment
PR Measurement Frameworks and Models
• AMEC (Association for Measurement and Evaluation of Communication) framework
• Barcelona Principles
Data Collection and Analysis
• Selecting appropriate data collection methods
• Analyzing and interpreting PR measurement data
Reporting and Communicating PR Measurement Results
• Creating effective PR measurement reports
• Presenting PR measurement findings to stakeholders
Case Studies and Best Practices
• Analyzing successful PR measurement case studies
• Identifying and applying best practices in PR measurement

FOR WHOM:
Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

Methodology
The training methodology integrates lectures, interactive discussions, collaborative group exercises, and illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical experience, emphasizing the application of learned techniques. This approach ensures that attendees return to their professional environments equipped with both the competence and self-assurance to effectively implement the acquired skills in their responsibilities.

DATE:
1ST BATCH: 13th – 16th May, 2025
2ND BATCH: 16th – 19th Sept, 2025
3RD BATCH: 16th – 19th Dec, 2025