1. SUMMIT ON THE FUTURE OF MEASUREMENT 2004
Durham, NH, USA
Panel 5: The International Future
Thursday September 23, 2004
2:35 p.m. to 3:50 p.m.
FUTURE OF PR-MEASUREMENT:
A New Approach and a Vision
Dr. Nanette Besson
besson@pr-bsc.com
evaluamus GMBH, Germany
www.pr-bsc.com
© NAL Kommunikationsberatung GmbH

2. „Strategic PR-Evaluation”
„Strategic PR-Evaluation is the planned, focussed and continuous
measurement and evaluation of the PR process.“ Besson 2004.
Control
Correction
PR Management: Planning Implementation Result Continuation
Abbort
PR Evaluation: Evaluation of Controlling Action Result
the PR-Plan the Plan and Attitude Control
Evaluation
Measurement and Evaluation
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3. The Project „Strategic PR-Evaluation“
PR-Evaluation itself is organized as a strategic project,
requiring evaluation objectives and organizational framework.
Elements of the Project:
Plan
Manager: Evaluation manager Instrument
Independent specialist with expertise
Plan: Strategic PR-Evaluation Concept Report
Sets evaluation objectives and design
Instrument: Balanced Evaluation System
Monitors and controls your PR-Performance Manager
Report: PR-Evaluation Report
Documents PR-Evaluation project
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4. PR-Evaluation Concept: the Project Plan
(example)
Phase of Evaluation CONCEPT IMPLEMENTATION ACTION
PR-Checklist Interview
with PR-Manager
Internal Media observation
PR Instruments questionaire
Expert evaluation of
press texts
Press kit
Media resonance
Press conference analysis
Meeting analysists Event evaluation
questionaire
Trip to editors
Customer´s
Customer`s magazine questionaire
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5. Balanced Evaluation System for PR-Performance
Behavior
Emotion
ATTITUDE
Knowledge
Opinion
EFFECT
Perception
Attention
ACTION Media resonance
PR activities
PR- General situation
PERFORMANCE Unexpected
Social aspects
Ressources
IMPLEMENTATION
Costs
Time
INVESTMENT PR activities
PR situation analysis
CONCEPT PR strategy
PR tactics
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6. Example: Monthly PR-Performance Analysis
Conclusion Main Indicator General Indicator
Title Result Comment Title Result Comment Title Result Comment
15% say "dealer too
Attitude 103%
far away"
Top topic:
Restructuring of Top topic:
Setting of
company; Top Restructuring of
objectives, Effect 99% Action 97%
product: "Shoop"; company; Top
detailled planning
15% say "dealer too product: "Shoop"
of instruments, five
far away"
critical remarks
from journalists,
PR-Performance 91%
Top topic:
External
Restructuring of 1 low
influence
company; Top
product: "Shoop",
15% say "dealer
too far away"
Setting of five critical remarks
Implementation 101%
objectives, detailled from journalists
planning of
Investition 91%
instruments, five Setting of
critical remarks objectives, detailled
from journalists Concept 81%
planning of
instruments
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7. THE VISION: PR-PERFECTION
… achieved by continuous, systematic PR measurement
in five steps:
IMPROVE CONTROL
ANALYZE
MEASURE the potential your your
DEFINE
your
for PR- PR-Performance
your needs and PR- Performance
improvement
opportunities Performance
Increase your profits by higher audience satisfaction
thru defect-free communication processes!
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