All in a Day’s Conference: Ad Value Equivalencies, Market Influencers and Promoting Your PR/Yourself

It was encouraging to see nearly 250 attending our annual PR News Measurement Conference at the National Press Club in Washington, DC.  on March 23.  PR practitioners worth their salt understand that measuring their communications efforts is a must-do.  How to do it right is another thing! One quote used by a speaker during yesterday’s conference, compliments of political strategist James Carville, was:  “If it can’t be measured, it didn’t happen.”  The audience of mid- to senior-level communicators agreed that ad value equivalencies are bringing the profession down; that identifying key influencers and making them your best friends is a strategy worth trying; that measuring impressions is so “yesterday” while measuring stakeholder engagement is a better way of proving PR’s value to an organization.  Speaking of which, PR can be tied to sales, and we heard dozens of case studies showing just that. So don’t let your marketing or advertising department tell you any differently.  But make sure you’re actually talking to and partnering with those counterparts in Marketing/Advertising/IR/HR, lest they take the credit for your organization’s stellar reputation and market share, and blame you (PR) when things aren’t going so well.

If you weren’t able to be at our conference, check out some of the Tweets (#prnmeasure). Look for coverage of the event in PR News and on our web site.

– Diane Schwartz

  • Jane Wood

    The quote stating that “if it can’t be measured, it didn’t happen” is absolutely correct. We have been studying communication audits in my PR class for some time now and I am only now just beginning to see the importance of them. Communication is key to be successful in any aspect of one’s life; whether it be work, relationships, teams, clubs, etc. And obviously, you wouldn’t communicate with your boss the same way you would your husband or wife, children, friends, and so on. Therefore it is important to find out what type of communication is the most effective otherwise there is no way to continue to grow. This is why communication audits are so important. They give an organization the information they need to see where they are strong and where they are lacking, therefore allowing them to improve in areas necessary to improve. You don’t want to change everything, because everything isn’t necessarily bad. Also, I am a marketing minor, and it is easy for me to see the connection in my PR and marketing classes so I was glad to see this link was pointed out in this blog. In fact, I can’t see how anyone wouldn’t see the link; marketing is trying to get products or services out to the public and PR can help get this information out through news releases, campaigns, feature releases, brochures, etc. I believe it is the successful joining of these two disciplines that set the great organizations apart from the mediocre.