Here’s four sure-fire tips—courtesy of Diane Thieke, marketing director at Dow Jones & Co.—to help you measure the right activities and then successfully translate your results throughout the business.
1. Go ahead and jump in—before you get pushed.
If you’re sitting back waiting for your leadership to ask you to measure your efforts, you’re missing a good opportunity to jump in and take control of the measurement process.
2. Speak the language of business.
Measurement starts with the company’s overall business objectives, and these company objectives should be used to define PR metrics or your communications performance indicators (CPIs).
3. One-trick ponies don’t last in the circus.
Measuring just one form of PR activity, such as print media mentions, doesn’t offer a comprehensive view of your PR strategy.
4. Connect the dots between clip counts.
By using multi-faceted metrics, you can identify trends in coverage, sentiment and favorability. You can begin to anticipate the outcome and consequences of your organization’s next move.