Public Relations: Tools and Techniques
Evaluation of Public Relation Techniques
Public relation is a procedure that is utilized by the organizations to enhance the company image. The prime objective this of marketing tool is to generate wakefulness among the public for the products and services of the Company. Effectiveness of public relations can be measured by analyzing the different aspects associated with its objectives. These are as follows:
Exposure: Exposure plays a crucial task for the public relations tool. Strategic intent of the public relation tools is to give exposure to the people about the goal of the organization. Extent of exposure performed by the media used in the public relation tools can be measured to judge the effectiveness of public relations.
Awareness: Awareness is another objective for which the public relation tools are executed. Extent of awareness generated through the public relation for the existing and new products can be analyzed to measure the effectiveness (Lancaster & Reynolds, 2005).
Response: Response provided by the people in relation to the tools and techniques used for the public relation tools can be also measured for evaluating the effectiveness. Response can be measured through the sale of a particular product that is promoted by the public relation tools.
The three main evaluation techniques used in public relations are as follows:
Return on investment: Return on investment (ROI) is used in public relations to evaluate the profits and revenues anticipated from a public relation campaign. For example, revenues and profitability are evaluated in case of financial objectives planned in a public relation program.
Reputational impact: Reputational impact is another evaluation technique used for the analysis of the public relations program. In this, the image or reputation of the organization build by the public relations is evaluated (Theaker, 2004). For example,
References: Belch. (2003). Advertising and promotion: an integrated marketing communications perspective. (6th ed). Tata McGraw-Hill. Goi, C L. (2009). A Review of Marketing Mix: 4Ps or More?. International Journal of Marketing Studies 1(1), pp. 2-15. Hill, E., O 'Sullivan, T. & Hill, L. (2003). Creative Arts Marketing (2nd ed.). Butterworth-Heinemann. Lancaster, G. & Reynolds, P. (2005). Management of Marketing. Burlington: Butterworth-Heinemann. News Values. Retrieved April 12, 2010 from http://www.communication.utah.edu/classes/sp02/news.html Theaker, A. (2004). The public relations handbook (2nd ed). Routledge. Theaker, A. (2011). The public relations handbook (4th ed). London: Routledge.