3 responses to “New measurement standard for PR suggested”
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I like it and if it’s as simple as that, it will indeed give PR a method to measure up against advertising as opposed to the old fashioned AVE.
But there’s also the intangible PR benefits to consider in measurement – Did the message persuade? Did it influence? Did it change attitudes? Do people now think more of your product/service/plans etc?
These, in my opinion, are what puts the quality in any PR activity. How are these measured?
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P.S. The trackback to K D Paine’s blog isn’t working. :)
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Thanks for the kind words. The challenge in PR measurement is to balance accuracy with complexity and since most people don’t have $100K + to spend on survey research and ongoing measurement, I tend to opt for simplicity. So in answer to Steven Davies post above, normally I would say you do a survey to find out if a program changed attitudes or influenced opinion. But if you can’t do that, one option is to read and monitor the blogs and the newsgroups to see what customers are telling each other. We’ve done this over time for several clients and seen a direct correlation (with about a 2-week delay) between a major PR announcement and what was being said online.
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