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?
If there’s a letter in the alphabet that sprouts legs and chases PR pros through the hills and valleys of their nightmares, it’s the letter D, as in data and dashboards. Your first step in cutting them down to size: Have a clear understanding of what success looks like to senior leaders.
The C-suite’s time is limited and expensive—a recent estimation found that a one-hour meeting with executives at a mid-sized company would cost shareholders $30,000 per hour. These three measurement tips will help focus your PR reports to ensure they line up with executives’ priorities.
Everyone in PR knows about the five W’s of journalism—the questions reporters ask to gather information for a story. According to the principle of the five W’s, a news story is considered complete only if these W questions are answered.
This principle applies also to the many M’s of measurement. While the M’s are not questions, they provide a list to guide you when designing and executing a media analysis program that can be considered complete.
We talk to Paul Englert of C. Mondavi & Family about the insights he pulls, and how he uses them.
For PR News Measurement Hall of Famer Katie Paine, the first questions relating to dashboards should be: “What is my goal?” “What outcomes is my communications strategy or tactic going to achieve?” and “What are my measurable objectives?”