Archive for November 2007
Jim Nail of the US media evaluation provider TNS is arguing against the use of the three evaluation categories – Output , Out-take and Outcome – as being too generalised and non-specific. Here’s the link to his blog, http://blog.cymfony.com/2007/10/outputs-and-out.html. These terms were developed by Walter Lindenmann in the early 1990s as a neat categorisation and have been promoted through many books and industry/academic papers.
Output is the production of the public relations effort (messages sent). This is the Presentation stage and may include measurement of press releases and other communication methods
Out-takeor Out-growth is the understanding and retention of messages by publics. It looks at the attention, comprehension and acceptance.
Outcome is the effect of the PR effort on attitudes, opinions and behaviours. This measures the actions of the target groups.
There is also a more recent Out-measure, called Outflow that considers the build of value by improvements to reputation and the creation of organisational/stakeholder relations.
This group of Out-measures is convenient and, as far as I can see, widely accepted. What’s your view?