Measurement

In popular language, limbo is an indeterminate place where one awaits a decision. It’s pleasant enough but devoid of bliss or pain. I don’t fully understand the religious form of limbo, but I’m very familiar with the PR version: It’s where measurement deniers go after a year-end performance evaluation that’s ambiguous, unfulfilling and offers no guidance. And yet, most communicators choose limbo over measurement.

It may be too late to change 2021 results, but you can approach New Year planning by asking executives, team members and yourself some important questions, according to columnist Mark Weiner.

In some ways, this year’s global observance of Communication Measurement Month should be a bigger celebration than normal. After all, considering the nearly two-year-old pandemic, any excuse for celebration is welcome. On the other hand, there are reasons not to celebrate. We surveyed the industry to find out their sentiments.

What’s the next big thing for communications research and evaluation? It’s a good question to ponder as we celebrate Measurement Month.

Every autumn, the dualities of research and evaluation emerge: we rely on data and analysis providers to help evaluate our year-to-date performance and depend on their data to inform communication decisions. Simultaneously, and perhaps ironically, as we look to analytics providers to inform our performance evaluation, we evaluate them as the annual renewal approaches.

Interest in PR measurement, research and evaluation have never been greater, for two main reasons: low-cost SaaS platforms put media analysis within reach of even the smallest organizations; and C-suites demand PR be measured, just like every other part of the enterprise.

PR data, research and evaluation continue to flourish in agencies, non-profits and corporations large and small. To encourage those considering the field and inform hiring decisions, we spoke with seven corporate members of the Institute for Public Relations Measurement Commission.Each delivers research-based insight and guidance to communication colleagues.

Crisis pros know it’s important to have the right tools in their arsenal. A platform that can monitor traditional and social media is one of them.  Having  such data before,  during and after a crisis can be invaluable to crisis pros.    

With so many software choices and cascades of data, the question changes from ‘Which platform(s) do I buy?’ to ‘How do I manage the tool(s) and interpret the data?’ Communicators eventually find themselves bumping up against the limitations of what technology alone can do. In response, tools are neglected and investment is wasted.

For those interested in approaching PR as a research-and-reality-informed process, there is a simple framework: ‘the Public Relations continuum.’ The six-step cycle drives continual improvement, versus objectives and against competitors, to provide opportunities for refinement with every rotation.