Managing Public Relations: Marketing and corporate users of PR use different criteria

 Published February - March 2007

Who pr professionals report to often has a direct impact on what measurement techniques they use, with quite different criteria used by marketing departments compared to C-suite pr users according to a major annual US study.

Marketing reporting lines often ensured measurement metrics were more publicity and sales related and more quantitative, while corporate reporting lines delivered more strategic and organisational metrics which were often more qualitative the study concludes.

The fourth annual Public Relations Generally Accepted Practices Study (GAP IV)  published by the USC Annenberg Strategic Public Relations Centre (SPRC) provides the US pr profession with information on evaluation, budgeting, emerging trends and other related topics.

Given the growing importance of measurement of pr within Australia the study should be of interest to both pr professionals wanting to prove their value, and for corporate and marketing users of pr who are looking for justification for the budgets allocated to PR.

 The study showed:

If pr departments reported to marketing, the dominant metrics for evaluation were:

•         Contribution to sales
•         Total circulation of clips
•         Total number of clips
•         Number of clips in top tier media

If pr departments reported to C-Suite (also known as C-level for example, CEO, CFO and COO) it was more likely that the evaluation metrics used would be more qualitative and include:

•        Crisis avoidance/mitigation
•        Influence on corporate culture
•        Influence on corporate reputation

 (See our article on Tips for reporting to the C-Suite)

Measurement has long been a public relations topic that has been debated over recent years. Much of the discussion has centred on the value of quantitative metrics such as AVE (advertising value equivalents) vs. qualitative metrics such as media content analysis.

 Key Measurement Findings included: 

• Respondents spent only 4% of their total pr budgets on evaluation
• Influences on corporate reputation and content analysis of clips were given high scores for usage for $6B+ companies (Fortune 500 companies)
• Media related metrics scored the highest for $31.M-$6B companies (Fortune 501 - 1000 companies)
• There is a trend away from ‘total impressions’, ‘total circulations’ and ‘total number of clips’.
• Companies with larger pr budgets were significantly more likely to use a combination of four metrics including: content analysis, influences on corporate reputation, share of voice and influence on employee attitudes

Interestingly, the ability to measure results was not a major consideration when it came to selecting an external pr agency. 

• Ability to quantify results (12%) ranked low on the reasons a company would choose to use an outside agency
• The ’ability to quantify results’ ranked 7^th out of 9 reasons for companies choosing to work with an agency

Measurement has long been a public relations topic that has been debated over recent years. Much of the discussion has centred on the value of quantitative metrics such as AVE (advertising value equivalents) vs. qualitative metrics such as media content analysis.

In summary, findings from the study revealed:

• There is support for both quantitative and qualitative measurement
• Measurement of pr is still an under funded and underutilised
• Allocation of resources still concentrates on the execution of pr activities rather than evaluation.

The study is well worth studying. To view it in its entirety go  to :http://annenberg.usc.edu/Home/CentersandPrograms/ResearchCenters/SPRC.aspx

 View some of our previous articles on measurement:

 PR Measurement: Assessing Media Coverage

 New Measurement technique linking sales to pr

 PR Influences is produced by Network PR, a Sydney-based pr agency which specialises in business, technology and digital communication. For further general information to view Network PR’s website, or email us at network.syd@networkpr.com.au for specific assistance.