Five Principles of PR Measurement

Five Principles of PR Measurement

Without appropriate measurement tools, a business is unable to truly gauge success, focus resources on what’s been proven to work, adjust plans if they don’t work, get a larger budget, and engage executives. A lot of organizations still do not partake in measuring their PR as they believe it’s too expensive, too labor intensive, lack of knowledge, lack of standards and methodology, lack of demand and that it’s simply not a core skill. So, because of that, below there are seven principles to help you with measuring your PR.

Principle 1: Setting Goals

The key to understanding what you wish to achieve is to have a clear set of goals in place so that you are able to measure your performance. Ask yourself these five questions:

  1. Who do you want to reach? (Reach)
  2. What do you want them to see? (Awareness)
  3. What should they understand? (Comprehension)
  4. What should they believe and feel? (Attitude)
  5. What should they do as a result? (Behavioral)

Principle 2: Three Levels of PR Measurement

Level 1 – Outputs

This level talks about the contact and response level of the target audience. Including frequency, visits, prominence, reader contacts, tonality, message impact, the share of voice, and journalist inquiries. The result of this level is finding out what the impact is on media and channels.

Level 2 – Outcomes

This level discusses the perceptions and behavioral levels of the audience. Including awareness, comprehension, recollection, recognition, credibility, image changes, recommendations, and purchasing intentions. These results are to find out the impact on target groups.

Level 3 – Business Results

This level considers the business level factors and the added value. Includingrevenue and turnover, contracts closed, reputation value, brand value, PE ratio, market share, stock price, employee retention, purchasing intentions. This level results in finding out the impact on organizations.

Principal 3: Analytics

Analytics is the application of statistical approaches that have been used in marketing and other disciplines for decades. Using analytics in PR measurement demonstrates the monetary value earned from media and other types of communications.

Principal 4: Quantity and Quality, Not AVEs

Traditionally, PR professionals use Advertising Value Equivalents (AVE) to assign a value to clips. There are multiple reasons why they’re being used less and less. Firstly, AVEs cannot capture the outcome of a PR campaign, as they limit the PR value in the media. Secondly, they cannot measure the variety of messages that are delivered in the media. Thirdly, they cannot measure the value of keeping a client out of the media. Fourthly, it does not distinguish between noteworthy columns and generic areas of publication. Lastly, it cannot measure social media in many forms, which becomes a problem in this day and age where social media is a large part of publications.

Principal 5: Transparency and Replicability

PR measurement should be done in a manner that is transparent and replicable. This includes, measuring media by sourcing the content that is being used as well as performing analysis methodology. It can also be done by surveys through qualitative and quantitative research, and questions.

Category Finance

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