Google’s free tool has the power to transform a brand’s understanding of its online presence, which can only lead to a better experience for users. Putting this analytics tool to work within a larger measurement framework has the potential to unleash a kind of transparency to PR work that was at one time unimaginable. This allows communicators to make well-informed decisions backed by data, which can then be used to concretely prove their team’s business contributions to the C-suite.
Measuring PR is a hot topic. Talk to any PR or marketing leader and they want to know which campaigns are paying off, which influencers and reporters are driving engagement, and if their agency retainer is bigger than their ROI.
The problem, of course, is that most leaders aren’t sure how to find those answers. The intention to measure PR accurately is there, but the ability often isn’t.
Efforts to base public relations activity in sound measurement concepts could use a little extra PR. The originators of the Barcelona Principles have long hoped that their work would take root among communicators struggling to provide the organizational value of their work. So, what’s better PR than a shareable infographic?
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. 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.
If you’re measuring every activity because you think more is more and that everything is important, then it’s time to switch lanes. But as you embark on a week of heavy measuring, I realize you might need a pep talk. So here’s a few morsels of wisdom from our conference speakers to get your engine running.
Is the glass half empty or half full? That’s the dilemma raised by the latest PR News survey about measurement practices. On the upside, more PR pros appear to be relying on measurement than previously. The flip side is the pace toward a more analytical mindset is incremental.
“It’s not just tracking mentions, but how are you being mentioned, what messages are you getting across!” With this important central concept in mind, Cindy Villafranca, senior specialist, communication & outreach at Southwest Airlines, walked… Continued
At PR News’ April 21 Measurement Conference at the National Press Club in Washington, D.C., Cindy Villafranca, senior specialist, communication & outreach, Southwest Airlines, will discuss the trial and error process she used to arrive at her current measurement dashboard strategy. In particular, Villafranca will talk about “socializing” dashboards, which has nothing to do with embedding social media icons in your dashboards.
Once you’ve developed a program and set your KPIs, how exactly do you go about doing the work of measuring? The communications space is now inundated with a motley collection of tools ranging from free to prohibitively expensive. And they all promise to be the alpha and omega of your measurement needs. But PR pros looking for a little guidance on some of the tools available to communicators needn’t worry.
With the plethora of tools available and an abundance of social metrics crying out for attention, what are the best metrics to measure?