Measurement

Long the 800-pound gorilla in the room, PR measurement arguably remains the most nettlesome aspect of business communications, influencing how PR will be treated during budget season as well as PR executives’ job security and performance.

Call it “analysis paralysis,” wherein communicators get stuck moving from Point A to Point B. The most common problem for measurement is that PR pros are inundated with metrics. Here are some additional tips on making sure PR measurement doesn’t get the best of you (or your budget).

PR and marketing execs increasingly are being asked to demonstrate the ROI of their activities. Yet with such disparate metrics, the challenge of providing a holistic view of PR is more complex than ever, even with the vast number of tools now available to the profession.

More than ever, B2B communicators realize the value of using proprietary research to build content and narratives that strengthen brand reputation, promote thought leadership and enhance the visibility of important messages. To successfully deliver on communication objectives, maximize media exposure and engage targeted stakeholders, we’ve found a few best practices for B2B communication leaders.

Those who have been working for years on developing standard practices for PR measurement have long advocated that communicators need to put first the business outcomes that matter most to senior leaders and clients.

The major takeaway of Arthur W. Page Society’s spring meeting was that for PR pros the future is uncharted but, in light of some of the cultural indices, loaded with opportunity.

The success of branded content is more contingent now on PR pros’ ability to crunch numbers and analyze data.

We are becoming increasingly defined by our digital reputations, and this trend is only going to continue as more data about us becomes available and searchable.

The fleeting rush of a major influencer or prospective client responding to a ‘DM’ via Twitter may not be nearly as important for your brand or organization as a kick-ass annual report.

To help integrate social data into your measurement strategy, here are 6 tips PR professionals should keep in mind.