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Measurement/Evaluation/Wrap-up
The event
is over. It was a huge success. You had the mayor and other dignitaries
in attendance. All the media you wanted there showed up and they were
all interested to talk to you and your bosses. The reviews and stories
were so positive that they have decided to make the event a weekly occurrence.
But don't put your feet up yet. There are still just a few more things
to take care of before the curtain falls. They include:
- Collect
the fruits of your labor. Collect the articles and broadcast stories
that you garnered. Maintain the originals by mounting them on paper
and place them in protective plastic sleeves.
- Advertising
rates. Contact the advertising departments of the media outlets that
covered your event and apply the advertising rates (print: measured
in column inches; broadcast: measured in 30-second spots) to the coverage
you earned.
- Advertising
equivalency. Once you have determined the advertising value, determine
the advertising equivalency. Because public relations-generated media
coverage carries with it an implied third-party endorsement and added
credibility since it is not a paid advertisement, advertising rates
should be multiplied. A good rule of thumb is to mark up the advertising
value by a factor of three for a general story and especially for
print, add another multiple for any visuals like a photo, logo or
other graphics that helps draw in the reader. For example, a 10-inch
column story at $100 per column inch times an ad equivalency of three
would equal $3,000.00.
- Recycle
your efforts. Ask permission from the media outlet to make copies
of the article or broadcast to distribute to key audiences (please
see Appendix A for an example). This may
include posting the story on your web site, running it in your newsletter,
sending the newspaper clip with a cover note to key supporters, board
members, sponsors, community leaders, etc. Remember, secure permission
(usually in writing) before pursuing this course or you will be in
violation of copyright laws.
- Update
the media. Continue to send information to the key media by including
them on your newsletter distribution list and sending periodic reminders
(no more than once per month).
Don't forget
to review the appendicies for examples and definitions... 
Getting
Started
Get
help
Get
to know the media
Develop
a good media list
Other
things to do when getting started
What's
newsworthy
Developing
the media materials
Writing
tips
Securing
coverage
At
the event
Interviews
Measurement/evaluation/wrap-up
Appendix
A: Sample press materials
Appendix
B: Glossary of terms
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