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.
As senior managers demand more accountability, PR pros increasingly are on the hook to prove that social channels have value and merit more budget, whether in dollars or time.
The success of branded content is more contingent now on PR pros’ ability to crunch numbers and analyze data.
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.
The fleeting rush of a major influencer or prospective client responding to a ‘DM’ via Twitter may not be nearly as important for your brand or organization as a kick-ass annual report.
PR pros are in business to advance the cause of their organizations. Their research, measurement and evaluation must meet the needs of the organization and decision-making.