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The Year of Measurement?

Since I began working in the PR industry eight years ago, it seems every year I have seen a similar headline in one of the trade publications or at a conference:  "This is the Year of PR Measurement".  While it's true that many more companies have implemented PR measurement in recent years, we haven't yet seen anything that I would categorize as a Year of PR Measurement.  Why, you may ask?

Well, I think PR measurement is more complex than many firms initially realize.  When they endeavor to implement a measurement program, some companies believe they can just flip a switch (or call their agency) and see the results.  Sure, there are simple ways to measure - like counting clips and using spreadsheets to configure charts.  That might be all an agency needs to report back to its client.  It might also suffice for a PR manager's update to the CEO, but I'm talking about something deeper and more useful than that.

In my opinion, measurement should answer questions like What do the results tell us about our program or campaign?  What did we do well? How are we stacking up against the competition - not just in numbers? Are we telling a good story to the marketplace?

These will sound pretty standard to PR pros.  I point them out because you cannot answer them with a clip book or by producing a static chart.  A meaningful measurement program enables you to investigate and get your hands dirty, look beyond the numbers.

Anecdotally, I've heard many more recent RFPs issued by companies to PR agencies include measurement as more than a checklist item.  It seems that companies are becoming wise to the value of measurement as an intelligence tool, not just a reporting function.  And, they realize they will need to pay for it, too.

Dare I say it - Who knows, maybe this year?

Posted by kclick@cymfony.com on September 21, 2005 at 11:14 AM | Email this post Permalink

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