The constant state of flux within the PR discipline makes a solid measurement foundation all the more essential for communicators.
Read the full article at: www.prnewsonline.com
A leading industry publication recently conducted a poll of PR pros and asked about the hardest part of their job. An overwhelming majority cite the lack of having a measurement plan in place as making their job more difficult.
PR News followed up the poll with a great article outlining five aspects of a successful PR measurement plan. It includes:
Do preliminary research
It is vital to have an understanding of the overall marketing goals in addition to the brand’s business goals. This will help establish synergy between all communications efforts. Good research will determine if the company’s marketing goals are vastly different than the goals PR needs to achieve, and only solid measurement will demonstrate conflicting outcomes.
Think about budget, resources and timescales
Consider how measurement will be conducted. PR measurement often fails because PR pros are responsible for campaign elements and measurement at the same time. By assigning a separate, dedicated resource to measure campaigns, you avoid cases where one merges into another, clouding measurement outcomes.
Set clear goals
Whether you’re in an in-house or agency role, work with your brand or client to establish clear goals PR needs to achieve. Use the Barcelona Principles as your guiding compass.
Establish the baseline
Is the existing PR activity meeting some business goals, or is PR activity non-existent? If already used, does the existing program need to be ramped up?
Define measurement methods
Consider what PR goals need to be achieved. Then define the most appropriate measurement methods that will provide the level of detail required. For example, media results should account for impressions within stakeholder groups, as well as the quality of the message and media itself.
With the plan outlined, it’s time to execute – then track, measure, and report.
Still feel like you’re missing something? Contact Epic Marketing. We can help. We’ve helped clients with their public relations needs for over eight years and counting. Whether crisis communications, pitching, setting goals and budgets, or handling product rollouts, our experienced staff is here to help when you need an Einstein sized solution.
