
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.
More than that, there’s plenty of good measurement and analytics findings from the new PRNEWS survey of 150 communicators, fielded online last month. For example, there may be a small silver lining in COVID: 40 percent of PR pros are measuring more now than prior to the pandemic’s start in March 2020 (see Chart 1).
A possible explanation is that the pandemic posed an existential threat to business. As such, budgets and margins for error tightened. In turn, there was heightened interest in measuring everything, including communication.
Chart 2 contains more good news for advocates of measurement and analytics. 64 percent of respondents say they measure earned, paid and owned media all or most of the time.
“This makes my day. If 64 percent measure most or all of the time, I have a long career in front of me,” measurement guru Katie Paine says. Add the 28 percent who say they measure them sometimes and nearly everyone’s measuring.
Subscribe to PRNEWS for unlimited access to all digital intelligence, exclusive reports and more. Learn More.
CRISIS INSIDER
Access to all Crisis Insider articles, quarterly reports and valuable blueprints for crisis management.
$29
Per Month Lowest Price
PLATINUM
Best Value!
Unlimited access to all Premium and Crisis Insider articles and monthly reports.
First Year Offer
$68
Per Month
Already a subscriber?