Measurement According to Marketing Public Relations: A marketers approach to Public Relations and Social Media, Media Mentions and Word of Mouth are the best ways to measure success in achieving the goals for an event or campaign. “Media mentions are the backbone of Marketing Public Relations” since the development of the field. Mentions first began in newspapers and radio, and are now seen on television and in social media. Since our group attending the event was relatively small, it was easy to monitor its success. Katie followed each person in the night class with a twitter and monitored their tweets beginning 3 days prior to the event; she did not see any tweets until the morning of the event. One read, “Excited to meet PR professionals tonight.” Another read, “Hoping to meet some interesting professionals tonight.” This coverage is especially favorable for our campaign. Tweets from after the event read, “Great networking event tonight...got some business cards!” ; “Following up with these professionals for sure.” ; and “Great networking opportunity but I wish there was an Event Planning Professional there.” We were happy to hear good things about our event which leads us to believe that from a media mentions standpoint, our campaign was a success. The other feedback allows us to see where we could improve in our campaign and appeal to more interests in our target audience and reveal hidden interests we did not know about. If this were a large-scale campaign we would most likely consider using a media monitoring service to provide the monitoring and analysis of the mentions. Word of Mouth is undoubtedly the best form of public relations, but also the most difficult to track. We could use the tweets to say that all of the people who follow those who tweeted about the event could have seen the tweets but since there were no other Twitter users tagged it is considered media mentions. In addition, the book states that 93% of word-of-mouth occurs offline and in face-toface conversations compared to the remaining 7% of online (Figure 14.4 p. 233, MPR). Some things larger firms do is employ a customer relationship management system. Through Sean having his
students write reflections on the event, we implemented a mini customer relationship management system and determine what influenced them the most and furthermore evaluate our success. We will be able to evaluate the video on number views, the effectiveness of the call to action, and how many students declared a major because they saw the video. A short survey below the video on the B-W Public Relations Major page will evaluate whether or not students declared PR as a result from watching the video. Lastly, when analyzing attendance to the event we had great success. There were six males and eight females. This number of males helps prove the point in our campaign that you do not have to be a female to be in the Public Relations Industry. Surely the male professionals that attended can attest to that.