PR measurement, or the practice of using metrics to make the connection between communications activities and the organizational outcomes desired by the C-suite, can be perceived to be the bane of a PR pro's daily existence or the savior of the entire field of work. Senior leaders and clients are demanding ever-more proof that their investment in PR is worthy, while digital technology puts more quantifiable data in the hands of PR pros. More pressure, more data, more sleepless nights.
Behind the scenes, certain heroes have been meeting and debating about the standardization of PR measurement practices, and putting these practices to work and doing, yes, PR, for these practices. On April 21, 2016, at PR News' annual Measurement Conference at the National Press Club in Washington, D.C., we inducted a few of these heroes into PR News' Measurement Hall of Fame: Barry Leggetter, CEO of AMEC (International Association for the Measurement and Evaluation of Communication); Margot Sinclair Savell, SVP, global measurement, Research+Data Insights, Hill+Knowlton Strategies; and Eileen Sheil, executive director of communications for the Cleveland Clinic.
"These inductees have led in bringing about progress in the professionalization of public relations through better measurement and evaluation," says David B. Rockland, partner/CEO, Ketchum Global Research & Analytics, immediate past chairman, AMEC, and a member of the Measurement Hall of Fame, class of 2012. "Barry for his leadership in building a strong association for the profession; Eileen for making Cleveland Clinic not only a leader in health care policy and patient outcomes in the U.S., but also a leader in the practice of communications; and Margot for furthering the great reputation of H&K in the research and analytics space."
David and I had the privilege of inducting all three of them into PR News' Measurement Hall of Fame at the April 21 Measurement Conference in D.C.
Here is the complete list of PR News' Measurement Hall of Fame inductees:
Margot Sinclair Savell
Senior Vice President, Global Measurement
Executive Director of Communications
David Geddes, PhD
Head of Research and Analytics
inVentiv Health Public Relations Group
President, Measurement, Analytics and Insights
formerly Senior Vice President, Digital and Social Media Research
Assistant Professor, Public Relations
University of South Carolina
Vice President, Corporate Reputation
Executive Vice President, Global Lead, Measurement and Analytics
Vice President, Brand Management
ABX Advertising Benchmark Index
Chief, External Relations (retired)
Corporation for National and Community Service
PR Services Manager
Managing Director, Head of Research & Analytics
Senior Measurement Consultant
Donald K. Wright
Harold Burson Professor and Chair in Public Relations
Boston University’s College of Communication
Linda Childers Hon, PhD
Executive Associate Dean, College of Journalism and Communications; Professor, Department of Public Relations
University of Florida
Partner/CEO, Ketchum Global Research & Analytics
Immediate Past Chairman, AMEC
VP, Communication and Strategic Outreach
Don W. Stacks, PhD
Professor of Public Relations
Director, Public Relations Graduate Studies
School of Communication
University of Miami
Louis C. Williams, Jr.
The Lou Williams Companies, Inc.
President and CEO
Institute for Public Relations
Founder & CEO
Big Valley Marketing
Director, International Communications & Market Research
Dr. James Grunig
University of Maryland