Freud to roll out evaluation tool

Freud Communications has teamed up with researcher Hall & Partners to develop an evaluation tool that uses online representative samples to gauge brand impact.

The tool is claimed to offer greater insights into the effects of a PR campaign, focusing on questions around consumers’ relationship with brands. It considers the profile, integrity and empathy of products.

The three-stage model calculates column inches, asks whether key messages were absorbed and measures brand commitment.

Freud is to offer the service, which it claimed suited all types of campaign work, this week after having tested it on an unnamed brand.

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