Measurement

The PR News Interview, KC Brown: Go Naked, or at Least Be Public With Your Goals & Performance

May 4th, 2009 by

KC Brown knew early on that he wanted to be in Public Relations, and specifically on the research side. Armed with a master’s degree in mass communication research, Brown is a force to be reckoned with when it comes to discussing the need for companies to measure their outputs and outcomes.

It’s a well-worn mantra in PR that if it can’t be measured it shouldn’t be done. But we all know that mantra is better said than practiced.

Case Study: Metrics Make the World Go ’Round: How One Nonprofit Measures the Impact of Its Social Media Marketing

April 27th, 2009 by

When your PR efforts create a measurable impact on your organization’s goals, you will be at the head of the line for budget and staff. If you can’t measure your contributions to the organization’s goals, then you are at risk of being thought of as “one those communications people we have to keep around” by senior management.

The PR News Interview, Kye Strance: Measuring Up

April 21st, 2009 by

Kye Strance, who heads product management for software company Vocus, has witnessed a sea change in the PR trade since he started with the company 12 years ago. And while it’s no surprise that even the definition of “media” has changed in the past decade, it is always encouraging to hear that more and more communicators understand the need to measure their PR efforts and that there’s more value placed on quality of media impressions over quantity.

Ten Numbers Needed to Measure Social Media Engagement

April 20th, 2009 by

Katie Paine, CEO of KDPaine & Partners, recommends that communications executives consider a combination of the following metrics when attempting to measure engagement on a social media campaign: 1. Percent increase/decrease in unique visits 2.… Continued

Intelligence Convergence: Measurement’s New Frontier

April 8th, 2009 by

Media measurement and analysis may have been borne out of the concept of counting clips but, especially in this increasingly fragmented media landscape, painting a complete picture of your organization’s reputation among each stakeholder group… Continued

Selling the Value of PR to the C-Suite

April 1st, 2009 by

Getting the C-suite to acknowledge the value of PR is an age-old battle, but today there is an extra component to sell: social media, as Web 2.0 goes hand-in-hand with all stakeholder communications. To get… Continued

How to Choose the Best Media Mix & Resource Allocation for Your Organization

March 25th, 2009 by

There is no one-size-fits-all approach to determining the best media mix for your organization, or to know precisely how to allocate resources for the best ROI. "If you tried to measure everything, you wouldn’t have… Continued

Leveraging Social Media for PR Campaigns

March 16th, 2009 by

The PR industry continues to rely on social networking opportunities to leverage their business and reach otherwise unreachable clientele. Please share your thoughts and your experience on using social media as a valuable tool for leveraging for PR campaigns, increasing ROI and promoting your business as a whole.

Measuring the Real Value of Internet Media

March 5th, 2009 by

Seems the paid media folks are having as much of a challenge getting their arms around measuring value in the social media and interactive environment as earned media people. Nielsen is calling for standards and… Continued

Proving Value: Measures of Success

March 4th, 2009 by

By Mark Weiner If "proving value" remains one of PR’s greatest challenges, why do so many people get it wrong? The difficulty may be that values are subjective: They change from organization to organization but… Continued