Measurement Pulse

Respond by September 14

Presented by PR News and BurrellesLuce

Evaluating your various PR efforts is an ongoing process that is at times frustrating and rewarding. How are you measuring your PR and what challenges you face as we head closer to 2008? Please take a few minutes to share your thoughts in this Measurement Survey, co-presented by PR News and BurrellesLuce.

Your particular responses will be held in strict confidence but the overall results will allow us to provide you with a clearer picture of the state of PR measurement.

As a bonus for responding, you will receive the results of the survey and a copy of the new report from BurrellesLuce: “Make it Easy, but Get it Right: Practical Tips for Media Measurement.”

All fields marked with an asterisk (*) are required.

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Corporation
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Local Government
State Government
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State/Province:*

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Country:*

Select...
United States
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Antarctica
Antigua and Barbuda
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Other
Pakistan
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Spain
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Sweden
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Syria
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Tanzania
Thailand
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Uzbekistan
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Venezuela
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Virgin Islands (British)
Virgin Islands (U.S.)
Wallis and Futuna Islands
Western Sahara
Yemen
Yugoslavia
Zaire
Zambia
Zimbabwe

In your experience as a PR professional and generally speaking, which one of the following criteria do you most frequently use to evaluate your PR programs? (Select up to 3)

Meet or exceed stated objectives

Generate a high clip volume

Deliver key messages through targeted media

Raise awareness

Improve attitudes/Preference

Boost sales

Benchmark against competitors

Other:

In your opinion and using the same list before, which one of the following do you consider to be the most meaningful way to evaluate PR? (select up to 2)

Meet or exceed stated objectives

Generate a high clip volume

Deliver key messages through targeted media

Raise awareness

Improve attitudes/Preference

Boost sales

Benchmark against competitors

Other:

Does C-level management require you to measure and report on PR activities (news coverage, progress of campaigns)?

Select...
Yes
No

If yes, what are they most interested in learning?

Select...
Volume of coverage
Ad value
Content (tone and key message delivery)
Share of voice vs. competitors
Competitive intelligence (gather data on competitors)

Other:

When do you establish your measurement objectives?

Select...
Prior to beginning a campaign or project
During the campaign
After the coverage is collected
We apply the same measurement criteria to all projects

Other:

What is the #1 measurement challenge you face on a regular basis?

Select...
Financial resources
People resources
Not knowing exactly what to measure
Measuring digital communications
Proving PRâs worth to the C-suite

Following up to the question above, how are you overcoming the challenge, or what help do you need to overcome this challenge?

Presented by PR News and BurrellesLuce

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