Why measure and evaluate PR?

Opinions of respected ‘experts’ in non-paid-for channels are increasingly influential in shaping brand perceptions and purchase decisions.

Measurement is knowledge, knowledge is power. It allows you to assess your current and past performances (and those of your rivals) and plan your future strategy accordingly. This is crucial for planning budgets and setting KPIs.

Your input is key to successful measurement. It is not a one-size-fits-all package. Answering your questions in a meaningful way, in line with your expectations and sector knowledge is key to a successful measurement program.

Absence of measurement renders any assessment of performance anecdotal at best and subject to misguided interpretation by others in your organisation. Different people are exposed to different media and diverse messages.

Who hasn’t had a superior come to them in a panic after an unfavourable news story has broken? Armed with accurate data you can provide context to any situation, whether positive or negative.

Some sceptics argue that it is too difficult to measure PR effectively, so they avoid doing it at all. This is only true if you are unsure of the questions you are looking to answer. Accurate and intuitive measurement can even help you answer questions you didn’t know you had.

Others rely on their ‘gut feel’ or years of experience. This cannot replace hard data, not just for your brand, but for your key rivals. Also it cannot help you defend or increase PR budget. PR evaluation can.

It is crucial that you understand and embrace the measurement process as a tool not as a stick. This helps you and us better understand your goals and align them with the wider aims of the business. Provided this is understood and accepted, and the metric provides you with logical and intuitive output that aligns with your instinct and requirements, measurement is always a benefit.

Once all these elements are aligned, you can implement an evaluation program that truly addresses your requirements.