* Press Association Training - Is Your PR Working?

Is Your PR Working – PR Evaluation

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.

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Course Outline

Embedding evaluation into the planning process

  • The importance of setting measurable objectives
  • Relating your metrics to your objectives
  • Putting evaluation at the heart of your PR plans

Outputs and outcomes: understanding the difference

  • The Barcelona principles: background
  • Understanding the limitations of traditional measurement
  • Why the focus has moved away from outputs to outcomes

Traditional ways of measuring media value

  • PR Value and PR Reach, AVE, ACE and OTS
  • Understanding what you are measuring
  • Pros and cons of traditional media measurement

Social and digital media measurement

  • Standard measures of engagement – retweets, likes, shares
  • Questions about their value
  • Using owned content and analytics to add depth to your understanding

Audience measurement – the need for qualitative measurement

  • Why measuring outputs isn’t enough
  • The challenge of measuring outcomes cost-effectively
  • Using a media metrics framework

Horses for courses – designing your own measurement template

  • Assessing your existing measurement tools
  • DIY measurement – using the PESO model
  • Adapting your reporting for the internal audience
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Similar Courses

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.

Learn what journalists want to see, get your press releases picked up and published.

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All courses can be run at the Press Association offices

in London, Victoria or on your own premises.

If you have any further questions contact us on

+44 (0)20 7963 7920


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