subject: The Issue With PR Evaluation [print this page] The Issue With PR Evaluation The Issue With PR Evaluation
Evaluation is an essential part of the PR process - no client is going to take you on if you can't prove in some way that your PR is working - but it can be a very hit and miss affair, particularly with the ever increasing importance of online PR.
PR evaluation is essentially just informed guess work due to a number of factors, highlighted below.
What's the value?
At present, there is no standardised method of evaluation used by all PR agencies and, therefore, every PR agency measures its effectiveness in different ways, which can lead to wildly differing result. This can place agencies at a disadvantage when they are being compared to one another - if the other agency evaluates its PR in a different way, they may be coming up with higher values for what is essentially the same type of coverage that you're getting.
The fact remains that it's impossible to place an accurate value on any piece of newspaper or magazine coverage. The general rule is to take the advertising value for the equivalent space that it takes up in the publication and times it by either three or four, but who's to say whether that really is a true reflection of the value?
And this is before you even consider the actual content of your press clipping. How much less is a negative piece of press worth than a positive one? How does the overall tone of the pieces affect its value? PR agencies can only speculate.
Online
The face of PR has been gradually changing for many years, with less and less value placed upon getting your stuff in actual publications and online coverage becoming increasingly important.
Finding your online coverage can be tricky (it is the 'world wide web', after all...). Google alerts allow you to set up key word searches that deliver coverage straight to your inbox, and you can try searching for key terms yourself manually, but there's no guarantee that you'll be able to track coverage down.
But the real problem comes with social media - how on earth do you evaluate the effectiveness of a positive tweet from one of your customers, or the value of a Fac
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