Measurement Pulse


Respond by September 14

resented by PR News  and BurrellesLuce  

Evaluating your various PR efforts is an ongoing process that is at times frustrating and rewarding. How are you measuring your PR and what challenges you face as we head closer to 2008? Please take a few minutes to share your thoughts in this Measurement Survey, co-presented by PR News and BurrellesLuce.

Your particular responses will be held in strict confidence but the overall results will allow us to provide you with a clearer picture of the state of PR measurement.

As a bonus for responding, you will receive the results of the survey and a copy of the new report from BurrellesLuce: “Make it Easy, but Get it Right: Practical Tips for Media Measurement.”

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In your experience as a PR professional and generally speaking, which one of the following criteria do you most frequently use to evaluate your PR programs? (Select up to 3)
Meet or exceed stated objectives
Generate a high clip volume
Deliver key messages through targeted media
Raise awareness
Improve attitudes/Preference
Boost sales
Benchmark against competitors
In your opinion and using the same list before, which one of the following do you consider to be the most meaningful way to evaluate PR? (select up to 2)
Meet or exceed stated objectives
Generate a high clip volume
Deliver key messages through targeted media
Raise awareness
Improve attitudes/Preference
Boost sales
Benchmark against competitors
Does C-level management require you to measure and report on PR activities (news coverage, progress of campaigns)?
Select... Yes No
If yes, what are they most interested in learning?
Select... Volume of coverage Ad value Content (tone and key message delivery) Share of voice vs. competitors Competitive intelligence (gather data on competitors)
When do you establish your measurement objectives?
Select... Prior to beginning a campaign or project During the campaign After the coverage is collected We apply the same measurement criteria to all projects
What is the #1 measurement challenge you face on a regular basis?
Select... Financial resources People resources Not knowing exactly what to measure Measuring digital communications Proving PRâs worth to the C-suite
Following up to the question above, how are you overcoming the challenge, or what help do you need to overcome this challenge?

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