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.
Long the 800-pound gorilla in the room, PR measurement arguably remains the most nettlesome aspect of business communications, influencing how PR will be treated during budget season as well as PR executives’ job security and performance.
More than ever, B2B communicators realize the value of using proprietary research to build content and narratives that strengthen brand reputation, promote thought leadership and enhance the visibility of important messages. To successfully deliver on communication objectives, maximize media exposure and engage targeted stakeholders, we’ve found a few best practices for B2B communication leaders.
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).
A PR News survey which questioned 125 PR and marketing executives found that, when it comes to PR measurement and analytics, there remains a significant gap between rhetoric and reality.
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.