Measurement

With the plethora of tools available and an abundance of social metrics crying out for attention, what are the best metrics to measure?

If there’s a letter in the alphabet that sprouts legs and chases PR pros through the hills and valleys of their nightmares, it’s the letter D, as in data and dashboards. Your first step in cutting them down to size: Have a clear understanding of what success looks like to senior leaders.

The C-suite’s time is limited and expensive—a recent estimation found that a one-hour meeting with executives at a mid-sized company would cost shareholders $30,000 per hour. These three measurement tips will help focus your PR reports to ensure they line up with executives’ priorities.

Everyone in PR knows about the five W’s of journalism—the questions reporters ask to gather information for a story. According to the principle of the five W’s, a news story is considered complete only if these W questions are answered.

This principle applies also to the many M’s of measurement. While the M’s are not questions, they provide a list to guide you when designing and executing a media analysis program that can be considered complete.

We talk to Paul Englert of C. Mondavi & Family about the insights he pulls, and how he uses them.

For PR News Measurement Hall of Famer Katie Paine, the first questions relating to dashboards should be: “What is my goal?” “What outcomes is my communications strategy or tactic going to achieve?” and “What are my measurable objectives?”

When thinking about how to use dashboards to display campaign data, there are really two types of data visualizations to choose between.

Metrics can demonstrate ROI, but can you demonstrate that you use metrics effectively?

Admit it, we all want to leverage data in the most sophisticated ways, and do it yesterday.

Today’s PR pro needs to demonstrate direct correlation of PR to lead generation. Thankfully, new tools and tactics are available to gain control of reporting.