Call it “analysis paralysis,” wherein communicators get stuck moving from Point A to Point B. The most common problem for measurement is that PR pros are inundated with metrics. Here are some additional tips on making sure PR measurement doesn’t get the best of you (or your budget).
Depending on your perspective, the Barcelona Principles are either a total flop, because 66 percent of PR professionals haven’t a clue what they are—according to a 2014 PR News survey of 145 PR pros—or a huge success since 26 percent of senior professionals are using them.
PR and marketing execs increasingly are being asked to demonstrate the ROI of their activities. Yet with such disparate metrics, the challenge of providing a holistic view of PR is more complex than ever, even with the vast number of tools now available to the profession.
Effective PR measurement can often be an elusive goal. The dual truths—that PR should contribute measurably to the business and yet lacks the confidence and often the resources to measure its effectiveness—make clarity of the PR function an elusive goal for many organizations.
Those who have been working for years on developing standard practices for PR measurement have long advocated that communicators need to put first the business outcomes that matter most to senior leaders and clients.
The major takeaway of Arthur W. Page Society’s spring meeting was that for PR pros the future is uncharted but, in light of some of the cultural indices, loaded with opportunity.
We are becoming increasingly defined by our digital reputations, and this trend is only going to continue as more data about us becomes available and searchable.