1. False: The best measure is whether your program or campaign achieves the objectives you’ve set prior to its launch. Media is only one avenue for PR activity, and often the most important impact on business results occurs when you address the needs of other stakeholders and publics, such as employees, community leaders, customers, etc.
2. False: Executive leaders care about impact on business results; they have varying degrees of confidence in PR’s ability to affect results, but most often will appreciate truly effective communication activity. When addressing reputation, employee comprehension and understanding, cost reduction efforts or top-line revenue growth, we’re on much more solid footing than when we’re relying on the vagaries of the media.
3. False: Not at all! There are many ways of measuring the quality of your organizational relationships, including simple, qualitative evaluation that is relatively quick and easy. Even capturing anecdotal information about the state of your relationships and looking for patterns can help improve PR planning and thus, PR outcomes.
4. False: Usually a combination of different measurement techniques are needed, such as media content analysis, polls and surveys, focus groups, event measurement, social media measurement and much more. Every campaign is different, and therefore different types of measurement must be used.
5. a. ii; b. iii; c. i
6. d: It is crucial that you set measurable goals and objectives for your measurement program before you execute your program.
7. c: The IPR Commission recommends 10%, but at this point, the average is 6% according to the USC Annenberg Fifth Annual Public Relations Generally Accepted Practices (G.A.P.) Study.
8. d: Have a clear idea of what contribution to business objectives the article makes.
9. C & D only
10. e: All of the above