Why PR Measurement?

Published 2007

Metrics are important.  But how do you persuade your management that measurement (and the budget that supports it) is critical?

Here are some key messages to assist you. 

ROI must and can be measured.

The argument that PR focuses on relationships and simply can’t be measured simply does not cut it anymore.

There are now a variety of ways to measure the performance of your work.

Measurement does not cost a lot

The old argument is always that measurement costs too much. This is simply false.

In fact, the cost of not measuring might be even higher. Measurement is not only a report card on what you have achieved, it also gives you strategic insights to refine and improve your PR programmes. As a general rule, spending about 6 percent of the program budget would be realistic.

PR Measurement - Large or Small?

Depending on your objectives and budget there is a range of techniques available. Some of these are long term and more expensive, whilst others might address simply one tactic in your campaign and are therefore less expensive.

For example, if one of your PR programs involves an event, you can simply track media coverage and related sales for that event. This can also apply to activities such as sponsorships and road shows.

ROI is measured in different ways

When we think of return of investment or ROI we often think of measuring it simply in dollar terms.  However, with forethought, there are other ways in which ROI can be measured.  A key audience for organisations is often staff, but how many organisations measure the impact their PR activities may have on staff retention?

Note: The author of this article is a senior Sydney based independent corporate PR consultant who works with Australian PR Managers to help them evaluate and measure the effectiveness of PR programs. He also undertakes PR audits of PR Department structures and programs. In addition he provides specialist corporate PR and communications advice. He blogs regularly on PR and communications topics similar to those in this article.