How should we be measuring PR value?
Yesterday at Mumbrella360 a panel of top practitioners discussed the modern face of PR measurement, and the challenges of measuring the effectiveness of public relations when reporting back to clients.
The rise of social media and changes to traditional media wrought by the internet are forcing PRs to be more adaptive then ever before when determining value for their clients, but is the traditional way of measuring it dead?
Annalise Brown, managing director, Porter Novelli Sydney, Caroline Catterall, founder, Keep Left , Andrea Kerekes, CEO and co-founder, access PR, and Patrick Baume, group communications manager, iSentia
Yesterday’s panel, moderated by Paul Merrill, editor-in-chief, Bauer Media real-life magazines, saw Annalise Brown, managing director, Porter Novelli Sydney, Caroline Catterall, founder, Keep Left , Andrea Kerekes, CEO and co-founder, access PR, and Patrick Baume, group communications manager, iSentia, tackle the issue.
Maybe a simple count of the number of outright lies that make it into print?
I fail to understand this prolonged discussion. Surely attempting to agree on one way of ‘measuring PR’ is like trying to standardise how to evaluate something like wine.
Volume is one way, but it gives you no idea of quality. Alcohol content is another way, but only good for trying to guess how much of it one can have before driving. Judge by price and you’re bound to pick the wrong one, except if you’re cooking…
It seems to me that PR measurement is pretty simple. Refer to your original objectives and evaluate against those. And if your original objectives can’t be measured – shame on you…
I think that the strength of relationships built should be measured to evaluate the effectiveness of public relations.
Lyndon
http://thinkdifferently.ca
I know why people use advertising dollars to measure PR value.
Because everyone knows that advertising doesn’t work. The only thing that works is PR.
That’s what they tell me every time they pitch me anyway……
Andrew Bolt & Gina Rinehart’s Lovechild… Advertising doesn’t work? 50% does… it’s just nobody knows which 50%!
🙂 L
@Lyndon lol
If those advertising dollars don’t work, maybe the PR companies can accept fava beans as a suitable payment?