Output or outcome – what’s the best benchmark for PRs?
Output or outcome? Both are valid metrics to measure our PR efforts and results, but we need to move on from thinking about either in the same way we did decades ago, writes PR consultant Katie Clift.
Output vs outcome. As long as I’ve been working in the industry, I have observed a significant tension between the two when it comes to executing, measuring, analysing and evaluating public relations campaigns.
Measuring output includes metrics like clip count, number of releases distributed, total volume of PR communication, AVE (advertising-value equivalent) and measuring the favourability or unfavourability of media coverage.
Measuring outcome, on the other hand, is more strategic. It’s about measuring whether the results achieved actually reflected a campaign’s goals, enacted a change in attitude, action or perception of target publics, and how they influenced the attitudes of journalists and clients throughout a campaign.
Many years ago a mate who was quite successful in PR said to me
“ only lightweights measure PR by what you get in the paper. The people who know measure it by what you keep out.”
Thanks for sharing Groucho! Yes, that would definitely be a good metric for certain types of organisations and campaigns. 🙂
I wonder what happens when the world of media is only occupied by PRs?