Debra Bethard-Caplick Graduate Research Project University of Maryland, University College PO Box 34930 Chicago, IL 60634 P: (773) 625-3782 F: (773) 625-3784 dcaplick@ameritech.net Survey on the Use of Public Relations Measurement and Evaluation To: Public relations practitioners Your assistance is requested with this research project, which is in partial fulfillment of the requirements for a master’s degree Please answer all of the questions in this form and fax or email it by Friday, July 21, to the address listed above If you would like a copy of the results, please provide your contact information to me at the address above in a separate message, in order to protect your confidentiality If you have any questions, you can reach me at dcaplick@ameritech.net, or 773-625-3782 Thank you for your valuable assistance Debra Bethard-Caplick Graduate student, University of Maryland University College Public Relations Measurement & Evaluation Survey This survey is an attempt to determine what measurement and evaluation methods are currently in use in the profession of public relations Please take a moment to indicate your answers below For classification purposes, please indicate where you work: Independent practitioner Small agency (2-10 people) Medium-sized department (11-20 people) Medium-sized agency (11-20 people) Large agency or department (20+ people) Do you currently or have you in the past two years used outside companies for measurement of your public relations activities? (circle one) No Unsure Yes No Unsure Does your department or organization specifically allocate funds for research, measurement, or evaluation on a regular basis as part of its total annual budget for public relations programs and activities? (circle one) Yes Do you currently or have you in the past two years conducted measurement yourself? (circle one) Small department (2-10 people) Yes No Unsure Which of the following statements comes closest to describing how your department or organization currently handles public relations research, measurement and evaluation projects? (PLEASE SELECT ONLY ONE RESPONSE) Little or no research/measurement/evaluation work is done Most of the work is done internally Most of the work is done by outside counsel and/or suppliers Assignments tend to be evenly divided between doing them internally and using outside counsel and/or suppliers Other (please specify) During the next two years, you anticipate that the volume of public relations research, measurement and evaluation studies that your department or organization carries out annually will: Increase by10% or more Increase by 1-9% Remain approximately the same Decrease by - 9%) Decrease by 10% or more What proportion of your total annual budget for public relations is allocated for research, measurement or evaluation projects? Less than 1% 10 -14% - 3% 15 - 19% - 6% 20% or more - 9% Don’t know/not sure Which of the following measurement methods are you currently using? Please place a mark in the space to the left of those you are currently using, or have used within the previous two years For only those you have indicated using, please indicate whether you believe that method to measure output, outtakes, or outcomes, according to the following definitions: Output: The immediate results of a particular PR program or activity, for example, the number of news releases sent out, the number of articles generated, the number of those who might have seen or heard the story, inquiries generated, etc Outtake: A determination of whether the targeted audiences received the messages, paid attention, understood them, or retained them Outcome: Whether attitude and behavioral change occurred in the target audience Please make your choices below: Item/Element Measured Publication/broadcast of story Output Outtake Outcome Media outlet category (daily/weekly paper, wire service, local vs national TV,etc.) Use by targeted journalist Targeted geographic area (region, state, ADI markets, etc.) Source of story (media pitch, news release, press conference, unsolicited, etc.) Story form/type (hard news, feature, product review, editorial, etc.) Presentation (text only, graphics, charts, photos, color, etc.) Column inches/broadcast time without multiplier use Column inches/broadcast time with multiplier use Reach (also called ‘opportunity to see’) Advertising value equivalency Message content analysis Targeted media (byline, specific broadcaster, etc.) Message readability/understandability Total number of placements or media impressions Item Measured Total circulation or potential audience reach (opportunities to see) Output Outtake Outcome Client target audience or potential audience reached Client/company mentions Client product/service mentions Competitor mentions Competitor service/product mentions Client/Company share of voice compared to competitors within story General issues covered Client messages covered Competitor messages covered Spokespersons mentioned/quoted Tone/stance toward client or company (also called slant) Headline tone/stance/slant Content favorability/unfavorability Call to Action (phone/web/mail inquiries traceable to story Cost of message placement/distribution (news release distribution fees, brochure printing, etc.) Number of media representatives attending event/press conference Target audience response (via Web response, phone inquiry, postcard return, etc.) If there are other items you measure that are not included here, please write them in the following spaces and provide a brief explanation of what they measure Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes Item Measured Output Outtake Outcome 10 Which of the following techniques you or your department use to measure or evaluation public relations results Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes Measurement Method Used Focus group Output Outtake Outcome Mall or shopping center intercept Mail surveys Pre- and Post-test (Before and after polls) Surveys using sophisticated data collection and analysis techniques, such as conjoint or factor analysis Publicity tracking or media monitoring studies Studies that systematically analyze or track consumer inquiries, requests or complaints Studies that use experimental designs comparing “test” groups to “control” groups PR/communication audits Readership/readability studies Qualitative depth interviews with opinion leaders Studies that involve model building Literature searches and information retrieval projects Studies that involve secondary analysis of existing data Content analysis studies Studies involving psychographic analysis in addition to demographic analysis Studies involving observation, participation, roleplaying, or similar techniques 11 If there are other measurement methods you use that are not included here, please write them in the following spaces and provide a brief explanation of what they measure Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes Item Measured Output Outtake Outcome 12 What measurement methods would you prefer to use, if you were not constrained by time and budget considerations? Please list them in the following spaces and provide a brief explanation of what they measure, if they are not currently listed in the first set of questions Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes Item Measured Output Outtake Outcome 13 Please indicate your agreement with the statements below, where is strongly disagree, is neither agree nor disagree, and is strongly agree Public relations measurement methods: Strongly Disagree Neither Agree nor Disagree Strongly Agree Are easy to use Measures what I want to measure Produces usable data Is understandable by clients/non-PR managers Answers my questions about program success Is usable in future strategic planning 14 Please indicate how well you agree with the statements below, where is strongly disagree, is neither agree nor disagree, and is strongly agree Strongly Disagree Neither Agree nor Disagree Strongly Agree I use measurement and evaluation for strategic planning purposes My current evaluation methods measures what I want to measure My current measurement methods produces usable data I use measurement/evaluation to justify budget requests Strongly Disagree Neither Agree nor Disagree Strongly Agree I use measurement/evaluation as a political defense against other departments I use measurement/evaluation to educate executive management on the role/value of public relations I use measurement/evaluation to educate colleagues on the roles/value of public relations I use measurement/evaluation to educate colleagues on the attitudes/opinions of key stakeholders Thank you for your assistance in completing this survey If you would like a copy of the results, please send your name and address, email or fax number in a separate mail or email (to preserve your confidentiality) to: Debra Bethard-Caplick PO Box 34930 Chicago, IL 60634 dcaplick@ameritech.net Fax: 773-625-3784 In order to protect the confidentiality of your responses, please not return this survey in the same envelope with your contact information Survey responses should be mailed/emailed/faxed to the address at left by Friday, July 21 ... management on the role/value of public relations I use measurement/ evaluation to educate colleagues on the roles/value of public relations I use measurement/ evaluation to educate colleagues on the attitudes/opinions.. .Public Relations Measurement & Evaluation Survey This survey is an attempt to determine what measurement and evaluation methods are currently in use in the profession of public relations. .. currently handles public relations research, measurement and evaluation projects? (PLEASE SELECT ONLY ONE RESPONSE) Little or no research /measurement/ evaluation work is done Most of the work is done