Coverage is a commonly used word in advertising effectiveness evaluation, as well as in public relations. Especially for the evaluation of the effect of communication and activities, it is necessary to find out how many people are covered. If the report is not clear, the media planning and activities are blind.
Some business owners are particularly interesting. He believes that a good media must go to a media, regardless of the coverage of a media. This kind of communication is definitely problematic.
The so-called coverage does not just refer to the coverage of a media. For example, a company's market is all over the country, can it cover 100% through the propaganda of the central media? Of course not. A central media with a circulation of only 50,000 is definitely not as good as a regional media with a circulation of 654.38+10,000, provided that enterprises have a market in that region.
When a publicity is over, we can use a rough formula to express the coverage rate:
Coverage = communication audience/market area audience.
The communication audience is the audience we influence through the media, including direct influence and indirect influence, which will be mentioned later. The audience in the market area is well understood. If the enterprise only has a market in Beijing, don't go to Henan or use the central media to do it nationwide.
Obviously, if the publicity is carried out according to the coverage of 100%, there will be some duplication, so it involves an efficiency issue. (valid for each)
Effective means that although it is covered, it may be covered repeatedly, or it may not be effective.
Without going into details, let's talk about invalid protection first. For example, in the Beijing market, we chose entertainment news, and the circulation of entertainment news claimed to be 200,000. First of all, not all of these 200,000 people are effective-all of them are, and we only need some of them, for example, only 50,000 people are effective. Secondly, whether these 50 thousand people will all see our information has something to do with the layout.
Therefore, for different enterprises, each newspaper and magazine will have its own different efficiency. Of course, enterprises should choose the one with high efficiency. Usually, many enterprises pay attention to efficiency and forget coverage. What we need is both.
There is also a brand development index, that is, the proportion of brand sales in a region to total sales divided by the proportion of the region to total population, to evaluate the relative development of brands in this region. We all know that the consumption power in the ravine can't be compared with that in the city. In some areas, due to the backward economic development, the media with large circulation is inefficient. It is such a mistake to just look at the circulation and not ask the efficiency.
Comprehensive coverage and efficiency can lead to an effective audience, and its role can be directly used to express the publicity effect. (CPM-PerThousand)
This is also an advertising term. The amount that the media carrier needs to pay for each contact with 65,438+0,000 people is calculated by dividing the media unit price by the contact population and multiplying it by 65,438+0,000.
It can be calculated in two ways.
Cost per thousand people = total cost/total audience
Staff cost = total cost/effective audience
Obviously, the first calculation method is widely used by public relations companies because it reduces the cost of thousands of people through the denominator, but this does not reflect the problem. The second formula that really reflects the problem, "money should be spent on the cutting edge", is this, and it only makes sense to consider the cost of thousands of people efficiently.
To be more specific, we can combine the purchase rate of thousands of people and the profit rate of thousands of people to calculate whether it is worth spreading at a certain cost. For example, through publicity, it is estimated that 10 people will buy products per thousand people (that is, 1% purchase rate), and the profit of each product is 10 yuan, so the total profit per thousand people is 100 yuan. Of course, the cost of publicity and promotion cannot be greater than this figure.
With the cost of thousands of people, we can also calculate the total cost of enterprise promotion, and divide the total target audience by the cost of thousands of people, which is the total cost of publicity. When making the annual publicity budget, enterprises can make calculations on this basis, and choose key markets for construction if the cost requirements cannot be met. (correctness)
A miss is as good as a mile. Accuracy evaluation is an indispensable content. Whether the coverage, efficiency or effect are poor, it may be because of poor accuracy.
Just because information is effectively covered does not mean that it is effectively transmitted. Accuracy includes the accuracy of communication positioning, the accuracy of media strategy, the accuracy of publishing content, the accuracy of communication methods and so on.
Needless to say, the accuracy of positioning, if a product doesn't find a good selling point, an enterprise doesn't find its own industry positioning, and the main tone of communication is incorrect, all these will cause low effect. The accuracy of media strategy mainly refers to the release time and release cycle, such as the release of promotional information and the listing of new products, especially some strategies. The requirements for media strategy are very strict. If it is not accurate, the effect will be greatly reduced. The accuracy of the published content means that the problems that should be said are not clear, and the outstanding key points are not prominent. How to be effective? The method of communication is also one. Going to court to vomit as soon as you come up ... really attracts your attention, but do you need to reflect on the effect?
Accuracy is something that cannot be quantified, and it is an important factor to assess the strength of public relations companies. Many bidding documents will put forward very high requirements for the strategy and positioning of the planning scheme, which is why. As for the evaluation of public relations, this link is essential, because the plan can't keep up with the changes, and it may be wrong to think that it is right at first. (power)
Some people in the industry also call it explosive force, or detonation. Of course, this does not tell the whole story. Blasting force can only explain the blasting in a certain period of time, but the propagation force also includes long-term effects.
As far as blasting power is concerned, it mainly refers to letting the information of enterprises flood the media quickly in a certain period of time and last for a period of time. This is also a common method of public relations, and the usual event marketing belongs to this category. Through the occupation of information, we can attract attention at once and strengthen people's memory or goodwill, thus achieving the purpose of public relations. Regarding the statistics of explosive force, we can select a period of time to analyze and count the number of media releases, reprints and media follow-up reports, in which the number of media follow-up reports can reflect the dissemination strength.
In addition to the amount of communication in a period of time, there are some signs that can effectively "quantify" the intensity of communication, such as the home page of the website, the home page or headline of the print media and so on. Many enterprises pay more attention to the home page on the website, or the home page of the channel, and the headlines or key positions of some pages-all of which can show the strength of communication.
In addition, attention is also a manifestation of communication strength. For example, for a period of time, there have been several news worth mentioning in the industry. Give these news a name, and then combine your company's ranking in the market to know whether the dissemination is enough. For an enterprise, if it makes an annual plan, it can also check whether there is news worth mentioning. If not, it means there is no spread.
Some enterprises do publicity every year, but the publicity they do is not worth mentioning, just like primary school students write a running account, which is why they have no strength. (PassAlongRate)
When counting the coverage rate, although the circulation rate will also be counted, it is still an easily overlooked problem, especially in the network age.
With the rise of search engines, the content of articles on the Internet has been read twice and three times, which is far greater than the reading amount when it was published that day. Especially some articles about purchase, evaluation and experience, which are read after search, have obvious influence on consumers' purchase decision. Therefore, when people buy cars, IT and other products, they usually need to look up relevant information online. At this time, circulation rate is more important than coverage. Therefore, in the effect evaluation, it has become an important means to take the search results of search engines as the evaluation means.
For example, using Baidu to search for "MP3 shopping", there is no relevant brand on the first page of the search before the promotion, but relevant content appears after the promotion, which shows that the recycling rate is high and the effect will definitely be good.
On the other hand, after we send a message, it sometimes causes extensive media coverage, which is actually called circulation rate. It can be seen that the circulation can be counted through people's repeated reading of the same newspaper, repeated reading by search engines and spontaneous follow-up reports by follow-up media.
In many cases, the circulation rate is not included in the charging items of public relations services, so it has been neglected for a long time, but it is undoubtedly an important part of the public relations effect. (Improved protection)
What I have mentioned above is mostly based on some effect evaluation of communication. Of course, public relations is more than communication. For example, some public relations maintenance, project lobbying and crisis management also belong to the public relations category. Obviously, the effect of these contents needs special methods. I think the public relations index is a better evaluation method.
For example, many enterprises need to establish and maintain media relations, and through cooperation with public relations companies, media relations will definitely be improved. For a simple example, if an enterprise can't get the relevant news before the negative report is released, it means that the relationship between the media is not handled in place. This can be quantified as how many core media relationships have been established for a * * *, and can also be evaluated from the promotion of individual media relationships.
As for project lobbying, the progress of work is a good evaluation, so I won't go into details here. For crisis management, it is usually measured by the number of negative reports, which is incomplete. According to the understanding of public relations index, whether the relationship between enterprises and consumers, the relationship between enterprises and media, and the relationship between enterprises and channels has changed before the crisis was handled, if these relationships have declined, it shows that the crisis has not been handled well. Similarly, if the relationship improves, it shows that the crisis is handled well. It must be emphasized that whether a report is crisis public relations depends on whether the public relations index of the enterprise has changed. If an article is read by only a few dozen people and its impact is very narrow, it is not called a crisis. Many crises are not crises, but small noises. As a result, it was really a crisis made by the public relations company. Such examples are not uncommon. The reason is that at the beginning, the initial stage of the crisis did not lead to the decline of the public relations index of enterprises, but the process of dealing with the crisis led to the decline of this index, that is, failed public relations.
It can be seen that this point should also be considered when evaluating the effectiveness of public relations. Whether public relations has declined or not is also the essence of returning to public relations. You can't mess up the reporter relationship just because you want to read the front page, which may not be worth the loss for the enterprise. To put it bluntly, the various relationships that enterprises engage in cannot be easily moved. Every little thing wants to be on the front page, and it's even more important when something big comes. In the long run, even the best media relations will screw up. (improve sales)
Finally, this does not mean that it is not important, but the most important and most concerned about some enterprises.
Some enterprises completely pin their hopes on public relations for the sake of sales growth, which I think is not desirable. Public relations can sometimes stimulate sales. For example, after the boss of Beijing Fuya Paint finished drinking this paint, consumers said what kind of paint they could drink. For example, after we publish a special telephone number on the internet, we will obviously feel the growth of the telephone; For example, after Mapabc released the code of mobile phone location query, it increased the usage of nearly 10 thousand users in one day, etc ... However, we expect all public relations to produce such an effect. After all, advertising plays an irreplaceable role in public relations.
Of course, even if you can't directly count the help of public relations to sales growth, you can get the data of sales growth through indirect methods. Excluding the stimulating effect of advertising, promotion and other means on sales growth by total growth, we can get the effect of public relations on sales growth. Philip's "Marketing Management Asia Edition" has a more detailed explanation of this, and interested friends can study it.
It is precisely because of the public relations effect that many enterprises attach great importance to "promotion", so companies like Netcom and China Mobile are often ridiculed by the industry and still perform well. There are many critics of super girl like Mengniu, but many people regard it as a good case ... Excuse me, who has really scientifically counted the contribution of super girl to Mengniu? Sometimes, I often joke with my friends that even if the case is bad, I can handle it. If the case is wonderful, I don't want to be ashamed.