Carry a Big (Yard)stick

PR measurement continues to be a devilish task. To get better results in 2015 brands and organizations will have to bake measurement into the process from the get-go. The Measurement Matrix

Communicators continue to struggle to prove the value of public relations to C-suite executives and other senior managers. Per the two lists below, if PR managers are to have a puncher’s chance of beating the measurement odds, they need to include metrics at the beginning of the PR process (rather than the back end) and be more selective about the metrics they want to track in order to avoid overkill.

Whether it’s how to build a dedicated measurement system or track your media coverage, the underlying priniciple for all measurement is demonstrating that PR performance is aligned with the company’s financial objectives.



This article originally appeared in the January 5, 2015 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.