Public Relations

PR Measurement and Evaluation

PR professionals must demonstrate the value of their work. This course covers measurement principles, setting measurable objectives, outputs, outtakes and outcomes, media analysis, surveys, digital metrics, linking PR to business results and reporting.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Counting clippings no longer satisfies leadership. This course helps you measure what matters and show PR's contribution to organisational goals.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course uses measurement frameworks, data exercises, case studies and reporting workshops.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Apply recognised PR measurement principles
Set measurable communication objectives
Measure outputs, outtakes and outcomes
Analyse media and digital coverage
Link PR to business outcomes
Report results credibly

Target audience

Who should attend.

This course is suitable for:

PR and communications professionals
Communications managers
Agency professionals
Marketing professionals
Internal communication specialists

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Measurement frameworks
Objective setting
Media analysis
Survey design
Outcome measurement
Reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Measurement Principles

09:00–09:54Why measure PR
09:54–10:48Measurement principles
10:48–11:00Common mistakes
11:00–11:30Coffee break
11:30–12:12Common mistakes (continued)
12:12–13:06Frameworks
13:06–14:00Exercise: Current practice review

Day 2Objectives

09:00–09:54Measurable objectives
09:54–10:48Linking to business goals
10:48–11:00Baselines
11:00–11:30Coffee break
11:30–12:12Baselines (continued)
12:12–13:06Targets
13:06–14:00Workshop: Objectives

Day 3Measuring Results

09:00–09:54Outputs and outtakes
09:54–10:48Media analysis
10:48–11:00Surveys
11:00–11:30Coffee break
11:30–12:12Surveys (continued)
12:12–13:06Digital metrics
13:06–14:00Lab: Media analysis

Day 4Outcomes and Impact

09:00–09:54Behavioural outcomes
09:54–10:48Reputation measures
10:48–11:00Business impact
11:00–11:30Coffee break
11:30–12:12Business impact (continued)
12:12–13:06Attribution limits
13:06–14:00Case study: PR impact

Day 5Reporting

09:00–09:54Dashboards
09:54–10:48Storytelling with data
10:48–11:00Reporting cadence
11:00–11:30Coffee break
11:30–12:12Reporting cadence (continued)
12:12–13:06Improving programmes
13:06–14:00Capstone: Measurement plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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