According to a poll asked by PR News to the fans of its Facebook page on Monday, Oct. 24, the biggest measurement challenge for PR pros is proving the worth of their activities to the C-suite. “Financial resources” were voted to be the second biggest challenge, while “not knowing exactly what to measure” and “measuring digital communications” ranked third and fourth in difficulty, respectively.
At PR News’ Digital PR Summit in New York City on Oct. 14, Margot Sinclair Savell, ,VP of measurement and analytics for Weber Shandwick, said that just like having too many priorities means having no priority, having too many metrics for the C-suite means having no metrics. “Typical metrics for the C-suite should be increased revenue, sales, saved cost and increased leads,” Savell said. “The ability to win the support of the C-suite depends on the analysis you provide—use their metrics and their language in a measurement program.”