PR News Q&A With Jason Forget: Focus on Business Outcomes, Not Campaign Outputs

Jason Forget

Mere outputs from measurement tools and strategies can be as meaningless as a data chart without explanations of the values along X and Y axes. Outputs need to be connected to organizational goals—and to make that connection PR professionals must wear their business hats when determining objectives for their initiatives. Jason Forget, corporate reputation manager for GE Energy, says that being in sync with your organization’s business goals will clarify which metrics to measure and which tools to use to capture those metrics. Forget will discuss measurement tools, dashboards and more at PR News’ PR Measurement Conference on April 18 in Washington, D.C. 

PR News: What are the first few steps PR pros can take in developing a comprehensive PR measurement program?

Jason Forget: Have a clear understanding of what your organization's goals are. Then, determine which communications activities will most directly contribute to that outcome. Finally, develop measures specific to your communications and organizational goals that draw as straight a line as possible from tactics/strategy to outcomes.

PR News: What’s your take on PR measurement and the ability to prove value to the C-suite?

Forget: The C-suite expects us to show our value to them through metrics, much like any other part of the organization. Those metrics need to be relevant to the organizational objectives, insightful and, consequently, actionable.

PR News: What considerations should you make in picking the right tools?

Forget: Understand your organization's objectives and find a tool that fits within the budget while also delivering meaningful insights. Consider your organization's geographic operations and growth objectives to ensure the tools you select provide coverage and analysis in each of those geographies, at the media outlet level you need (i.e. tier 1, trade, social, local, etc.).

PR News: What's one key tip you'll give to our audience at the PR Measurement Conference?

Forget: Make sure your communications efforts and resulting measurements are tied to outcomes (organizational results), not just outputs (media or other metrics) alone.

Attend PR News’ PR Measurement Conference on April 18 in Washington DC and learn more from measurement leaders like Jason Forget.

Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.