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Measurement Strategy

To Monitor
or Evaluate
or Both?
Measurement during the course of a project can guide your actions and make a final evaluation easier.

by Glenn O'Neil (see below)

Many communication professionals approach PR measurement with an end game attitude -- as something that's done once a programme or project is concluded. But this is an error; PR measurement also needs to take place before and during a project.

This idea is nothing new; academics distinguish between formative evaluation (called "monitoring") that takes place during a programme, and summative evaluation, that takes place once a program has concluded.

As an example, take a standard PR programme planned over a one year period. Most PR programmes should have the following measurement tools in place during the programmes' duration:

• Monitoring of relevant media coverage (using online services or manual monitoring)
• Monitoring of website statistics and online activities (using online services)
• Tracking of changes to knowledge and attitudes (tracking awareness, priorities, preferences, etc. through panel studies, surveys and focus groups)
• Tracking of changes to behaviors (e.g., tracking sales leads, participation, sign-ups and registrations through various mechanisms)

The results produced by these tools should be looked at regularly -- monthly or bimonthly. At the conclusion of a programme, the results provided from the monitoring tools will assist you greatly in putting together a final measurement report on your programme (perhaps supplemented by some additional research).

You'd be wise to approach PR measurement during a project or programme with the following in mind:

Monitoring is not final evaluation: It provides you with a "dashboard" overview -- how you are doing and what needs adjusting. These elements will also be an important part of a final evaluation but do not replace one.

Start monitoring early on: Monitoring tools need to be in place as soon as your project is up and running. Collecting data retrospectively is difficult and often impossible.

Monitoring does not have to be expensive: Today some of the main tools used for monitoring (such as media monitoring services, website statistics software and online surveys) are available at low cost and thus accessible to all.

Results need to be analyzed: Collecting data and information is of no purpose if it is not analyzed and actions taken as a result. Ongoing analysis will also lessen the burden when a final evaluation is due.

In PR measurement, separating what needs to be done during a programme and what needs to be done after a programme concludes can help make the tasks clearer and less daunting to undertake. And we haven't even touched on what should be done before a programme is launched…

Glenn O'Neil is currently Professor of Media and Communications at the International University in Geneva and an Evaluation Consultant for Benchpoint Ltd. Glenn co-authors the blog "intelligent measurement" which focuses on evaluation issues.

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