A 6-Point Checklist for Effective PR Measurement


Marianne Eisenmann

Marianne Eisenmann

How to measure the best metrics for a PR campaign is one of the most difficult challenges facing communicators.

Marianne Eisenmann, the head of Determinus, the research division of the Chandler Chicco Companies, developed the following six-point checklist for PR measurement. You're welcome.

1. Translate business goals into measurable PR program objectives.

2. Design metrics to measure those objectives, and track them over time to show progress.

3. Consider what you can measure beyond impressions and clip count; things like quality of coverage, tone, pick-up in agenda-setting media, and so on.

4. Build a call-to-action in your program and track progress.

5. Look to use integrated metrics, like multi-channel.

6. Tell a story by building in metrics for all channels into one measurement scorecard.

What would you add to the list?

Follow Lucia Davis: @LKCDavis.


1 Comment



avatar

About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."



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.