The objective is to increase participation in carpooling and use of mass transit
ID: 459905 • Letter: T
Question
The objective is to increase participation in carpooling and use of mass transit during this special week. A long-term objective, of course, is to increase the number of people who use carpools or mass transit on a regular basis. Your PR firm has been retained to promote Ohio Rideshare Week. Your campaign will include a news conference with the governor encouraging participation, press kits, news releases, interviews on broadcast talk shows, special events and distribution of information booklets at major businesses. What methods would you use to evaluate the effectiveness of your PR efforts on behalf of Ohio Rideshare Week?
Explanation / Answer
Analyzing expectations vs results
At the end of the PR program comparison can be done with the expected results of the PR efforts and the actual results. Results can vary from individuals to organization itself. The top level management may have been expecting some other results and the organization as a whole might have been expecting something else. Hence mutual expectations should be set prior to the PR program to avoid this situation.
Surveys
Surveys are questionnaires which show the thought process of people. Surveys can be done online as well as offline. Results of the surveys can be used to measure awareness and perception of the general public about the PR program, the company and the efforts taken. Surveys should be done prior and post the PR efforts to compare the change statistically.
Enquiries
Last but the most important display or evaluator of the PR efforts will be the enquiries that flow in after the end of the PR program. Enquiries can include enquiries through media, online enquiries and site visits or social media pages visits. Comparison can be done with enquiries prior to the PR program. And also how many of the enquiries are actually converting into customers.