Researching, Measuring, and Evaluating PR Success

With management and clients increasingly looking for more tangible outcomes from their public relations investment, it’s more important than ever for practitioners to deliver evidence-based, credible results and prove the worth of PR activities.

Robust and valid research, measurement and evaluation are essential to plan effective communication, make best use of budgets, track the success of your public relations campaign, provide valuable insights and credible proof of outcomes, and demonstrate how PR contributes to organisation/business goals.

The good news is that it’s not rocket science and it doesn’t have to be time-consuming or expensive!

Based on the PRIA’s newly published Principles on Best Practice in Research, Measurement and Evaluation of Public Relations and its practical Media and Social Media Content Analysis Guidelines, this workshop provides useful guidelines and tips for PR practitioners to:

  • Select appropriate research methodologies that won’t break the budget
  • Prepare measurable objectives to provide clear direction and enable robust evaluation
  • Plan a PR campaign to be measurable at every stage to track your progress, remain responsive and report regularly on results
  • Move beyond inputs and outputs to also measure outtakes and outcomes such as awareness, understanding, behaviour or engagement
  • Develop media measurement criteria to generate quantitative and qualitative evaluation of media coverage (without using ‘measurement by kilogram’ or Advertising Value Equivalents)
  • Link PR outcomes to business/organisation results to show your contribution.

Participants will receive a soft copy of the PRIA’s Media Content Analysis Excel spreadsheets after the workshop.

Presenter: Carol Moore, Director of Moore Public Relations

Carol Moore is an award-winning public relations consultant, corporate writer and trainer who has extensive knowledge and experience of measurement and evaluation developed over more than 25 years of communication practice. As a member of the PRIA’s Measurement and Evaluation Working Party, Carol has been instrumental in developing the industry’s best practice guidelines and a proven media content analysis system.

Carol is the principal of Sydney consultancy Moore Public Relations, a boutique agency she founded in 2000 after 12 years with large consultancies. Carol’s PR consulting and communication training experience spans a wide range of sectors, from healthcare and consumer goods to government, not-for-profit and business-to-business, enabling her to relate real-world case studies that add practical interest to her workshops. A long-standing Member of the PRIA and its Registered Consultancies Group, Carol holds a Bachelor of Business-Communication, majoring in public relations, and a Certificate IV in Workplace Training and Assessment.

Event details:

Date: Tuesday 5 May 2015
Time: 8:30 - 12:30pm
Venue: Faculty boardroom, Level 11, Z Block, QUT Gardens Point – Z1124
Cost: Members $250, PRelationships $280, Non-members $312
CPD Points: 4

This event is being sponsored by QUT Business School – School of Advertising, Marketing and Public Relations.

Online registration: Log in to your members' profile in order to receive your discounted members' rate. A tax invoice will be automatically generated and emailed to your selected address.

Cancellation and Refund Policies: PRIA Cancellation and Refund Policies vary. Please read the PRIA Cancellation and Refund Policies before registering.

PRIA event tickets can only be purchased online via credit card payment in advance. Members must log into PRIA’s website to obtain their discount and to ensure CPD points are tracked.

If you wish to purchase group (more than three) event tickets and require direct deposit details (EFT) please email Note that cash or credit card payment at an event is no longer available.

Registrations Open: 11th Mar 15 12:00 AM
Registrations Close: 6th May 15 11:59 PM
Price: AU $ 312 (Inc. GST)
Places Available: 9


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