Archive for April, 2011

Getting Real on Measurement

April 19, 2011 3 comments

Ask a communications professional how to get more media coverage and the answer comes quickly. Ask how to increase mindshare and sit back and get ready for a 20 minute infomercial regarding PR strategy and tactics. Want thought leadership? No worries, a decent PR pro can create a number of ways to do so. Need ways to get more hits to your website? No sweat, let us count the ways to get it done.

But, ask a communications professional how to measure success and all too often you’ll see that deer in the headlights look.

It is not that we are afraid of measuring our programs and it isn’t that communications folks are simply bad at math (okay, this may be part of it). Honestly, most are happy to pull together the quarterly board of directors ‘PR Program’ PowerPoint slides highlighting recent efforts, but creating a measurement process is often met with dread.

Now, let’s be clear, measuring PR isn’t a bad thing. It isn’t impossible, but it isn’t easy either. Creating metrics at the outset of the program is critical. Measuring retrospectively is okay to establish a baseline, but not an effective way to measure an ongoing program. Read more…