Strayer University
MBA PROGRAM
Course Code: BUS 300
Public Relations
Measurement and Evaluation
Measurement and evaluation are critical components of public relations (PR) that help assess the
effectiveness and impact of PR campaigns, strategies, and communication efforts. In a public
relations course, students learn about measurement and evaluation as essential aspects of PR
practice. Here's an overview of measurement and evaluation in the context of PR education:
Setting Objectives and Goals: PR students learn how to set clear and measurable objectives
and goals for PR campaigns. These objectives should be specific, measurable, achievable,
relevant, and time-bound (SMART). Setting clear objectives is the first step in determining
what to measure and evaluate.
Key Performance Indicators (KPIs): Students are introduced to various KPIs that are
commonly used in PR, such as media mentions, website traffic, social media engagement,
audience reach, and sentiment analysis. KPIs are used to quantify the impact and outcomes of
PR activities.
Quantitative and Qualitative Metrics: PR courses cover both quantitative and qualitative
metrics. Quantitative metrics involve numerical data, while qualitative metrics involve
assessing factors such as the tone and quality of media coverage or stakeholder sentiment.
Students learn how to use a combination of both types of metrics to gain a comprehensive
understanding of PR performance.
Media Monitoring and Analysis: Students learn how to monitor media coverage of their
organization or clients. This includes tracking mentions in traditional media (newspapers,
TV, radio) as well as digital media (websites, blogs, social media). Media analysis involves
assessing the tone, prominence, and reach of media coverage.
Social Media Metrics: Given the significance of social media in PR, students study various
social media metrics, including likes, shares, comments, followers, and engagement rates.
They learn how to use social media analytics tools to track and analyze these metrics.
Surveys and Research: PR courses often include instruction on conducting surveys and
research to gather feedback from stakeholders and the public. This data can be used to assess
perceptions, attitudes, and awareness related to the organization or campaign.
Evaluation Models: Students are introduced to different evaluation models and frameworks
commonly used in PR, such as the Barcelona Principles and the AMEC Integrated Evaluation
Framework. These models provide guidelines for comprehensive PR evaluation.
ROI Measurement: PR courses may cover return on investment (ROI) measurement, which
involves assessing the value generated by PR activities in relation to the resources invested.
Calculating ROI helps demonstrate the tangible impact of PR efforts.
