Metric name Awareness (unaided and aided) Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “Awareness measures can take several different forms. These measures include unaided awareness and aided awareness. The most fundamental measure for public relations is a variation of an awareness measure known … Continue reading Awareness (unaided and aided)
Metric name Return on Investment (ROI) Standards area Business results Metric description and application Organizations investing in public relations programs want to understand what they are getting for their money—and legitimately so. Yet hard financial numbers are usually not so easy to come by. When public relations professionals speak of ROI, or the “return on … Continue reading Return on Investment (ROI)
Metric name Traditional media circulation, reach, and impressions Note: These metrics will be integrated with metrics for social media currently under development by the end of 2012. Standards area Traditional media measurement Note: There will be a unified standard covering traditional, online, and social media channels before the end of 2012. Metric description and application. … Continue reading Traditional media circulation, reach, and impressions
Metric name Reach Standards area Social media measurement Metric description and application. The question that this metric answers. Reach addresses the question of how many individuals might have been able to see, read, or hear a communications item. “Reach represents the total number of unique people who had an opportunity to see an ‘item’ or a … Continue reading Reach
Metric name Knowledge Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “The most basic and fundamental challenge in assuring the effectiveness of public relations is exposure of key messages about the brand, product, issue, or topic to the target audience. Many of these key … Continue reading Knowledge
Metric name Interest and relevance Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “These measures constitute direct questions about interest in the brand, product, service, issue, or topic as well as broader measures that examine how they are perceived by the target audience. When … Continue reading Interest and Relevance
Metric name Relationship Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application From Michaelson and Stacks, 2011: “Supplementing this overall or global question [about interest and relevance] is a series of statements that measure the relationship that the target audience has with the brand, product, … Continue reading Relationship
Metric name Intent: preference Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application Intent covers a broad range of measures. It is an attitudinal measure not behavioral and typically includes preference for a brand, product, service, issue, or topic, as well as intent to take … Continue reading Intent: preference
Metric name Intent to take a specific action Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application Intent to take a specified action, however, differs considerably from overall preference (see Table 6). Members of a target audience may prefer one brand, product or service over … Continue reading Intent to take a specific action
Metric name Advocacy Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “Public relations often differs from other forms of marketing communication because the end result of a communication program is not necessarily the sale of products or services . One of the key measures … Continue reading Advocacy