Set Objectives for Your Measurement Success


PR professionals are always looking for ways to measure their PR efforts. So below we give you a tip that can help you put your measurment needs in perspective.

â–¶ Set objectives. You would be hard-pressed to find a measurement aficionado whose first step wouldn’t involve setting objectives.

According to Ilene Smith, vice president and associate director of Ketchum North America’s Food & Nutrition practice, this can be done by asking yourself/your department the following questions in the context of the organization/client, not the specific campaign:

• What are you trying to achieve (outputs, outcomes, ROI)?

• Is there a hidden goal?

• Is achieving objectives realistic, particularly via PR?

• Will you be measured against PR standards, or against other marketing disciplines?

• What is the best way to reach your goal, and do you have the budget to get there?

Then, based on the answers, she identifies another set of questions to help you home in on the best procedures:

• What is most important for you to measure?

• What do you mean by ROI?

• What are the business goals of the program?

• What are you accountable for, and to whom?

• What resources do you already have in place that will produce measures?


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.