Recognizing that there is no perfect measurement, here are a few tips for using metrics and measurement properly:
• Define a vision for your function.
• Think hard about the best metrics and measurement approaches for your organization.
• Measure regularly.
• Use metrics to test hypotheses and guide decision-making.
• Ingrain this in the way you do business.
These tips were excerpted from an article written by Angelo Ioffreda, former vice president of internal communications for Sodexo North American, which appears in PR News Guide to Best Practices in PR Measurement, Volume 4. To find out how to order the guidebook, go to www.prnewsonline.com/store.