Is your PR working? How do you know? Equally importantly, how do you demonstrate to your colleagues and clients that your campaigns are working? This course will bring you up to speed on the latest trends in PR evaluation and give you the tools to measure your success.
Using tutorials, practical exercises, case studies and discussion it will help you meet the challenges and demands of modern PR evaluation.
This course is for anyone who works in external communications role either in-house or for an agency, but also for anyone who has to assess the impact of PR.
Embedding evaluation into the planning process
Outputs and outcomes: understanding the difference
Traditional ways of measuring media value
Social and digital media measurement
Audience measurement – the need for qualitative measurement
Horses for courses – designing your own measurement template
Learn the basics, get up to speed quickly on the fundamentals of public relations.
Increase your coverage, learn to analyse the media and their audiences and look for opportunities outside the news agenda.
Use the right tools, understand the key channels and how to use them to cover your campaign.
"Very useful and relevant to my day-to-day work."