06 Jul COM 658 Milestone Four: Define Methods to Measure Success Guidelines and Rubric
For Milestone Four, you will submit an explanation of how you will measure success based on the established goals of the campaign.
Throughout this module we have discussed various metrics, what data they can provide, how the data is gathered, and why those data points are important. Now in this milestone, which will become part of your proposal, determine the specific data points (i.e., number of consumers engaged, Facebook likes, press stories placed, etc.) that you will obtain from the data collection for your campaign. Explain why that specific information is important, and define the quantitative and qualitative measurement tools you will use to gather the data. Finally, determine the criteria you will use to measure the success of the PR campaign.
The following critical elements must be addressed specifically:
1. Determine Data Points: What specific data points will you obtain from your data collection?
2. Justification: Why is the data you collected important to determining the success of the campaign?
3. Measurement Tools: What quantitative and qualitative measurement tools will you use to gather the necessary data?
4. Criteria for Success: What criteria will you use to measure the success of the PR campaign? Why are those criteria appropriate? How does this align with campaign goals?
Requirements of Submission: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format. Page length requirements: 3–5 pages, not including title page and references.
Instructor Feedback: Students can find their feedback in the Grade Center.
Rubric
| Critical Elements | Proficient | Needs Improvement | Not Evident | Value |
| Determine Data Points | Defines the data points that will be gathered by the data collection
(20) |
Does not sufficiently identify the data points that will be gathered
(14) |
Data points are not defined
(0) |
20 |
| Justification | Describes why the identified data points will be gathered and why it is important to determining the success of the PR campaign
(25) |
Does not sufficiently describe why the data points were selected or why they are important
(17.5) |
Does not describe the justification for data point selection
(0) |
25 |
| Measurement Tools | Defines both quantitative and qualitative measurement tools that will be used to gather the PR campaign data
(20) |
Does not sufficiently define the quantitative and qualitative measurement tools that will be used to gather the PR campaign data
(14) |
The measurement tools are not defined
(0) |
20 |
| Criteria for Success
|
Determines the specific criteria that will be used to measure the success of the PR campaign, and uses relevant and specific support
(25) |
Does not sufficiently explain the criteria for success with clear support
(17.5) |
Does not identify criteria for success
(0) |
25 |
| Articulation of Response | Submission has no major errors related to citations, grammar, spelling, syntax, or organization
(10) |
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
(7) |
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
(0) |
10 |
| Earned Total
Comments: |
100% |
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