PR and Social Media Measurement: A Bright Outlook
Guest post by Richard Bagnall
Back in 2009, PR measurement professionals were cautious, to say the least.
Fifty-four percent of AMEC (The International Association of Measurement and Evaluation of Communications) members were worried about the health of the industry, predicting worsening market conditions. So it’s great news that this week the same membership has reported a 14% growth in revenues during the previous 12 months.
And the good news didn’t stop there. Over three quarters of AMEC members said they expected the industry to continue to improve in the coming year.
Members of the PR measurement trade association also found that more and more clients were waking up to media analysis metrics and how these could be linked to business goals and outcomes, opposed to simply looking at outputs. However, whilst the majority of AMEC members said that clients often talk about return on investment, they were struggling with ways to measure it effectively.
Filed under Guest Posts, Measurement, Public Relations, Social Media | Tags: AMEC, barcelona principles, european summit on measurement, IPR, richard bagnall | Comments (3)Sticky PR Measurement: Are We There Yet?
The first part of this post is a guest post by Gary McCormick, APR, Fellow PRSA, president & CEO of the Public Relations Society of America (PRSA).
The second part is my take… with the exceedingly original sub-head, “My take.”
Measure me this
How many times have you been asked, “Well, what is the value of public relations?” or “Can you really measure that?” when working with a client, or trying to get a bump in your department’s budget?
Probably quite often.
At PRSA, we’ve been keenly focused over the past year on re-establishing and enhancing the strategic value of public relations.
Filed under Measurement, Public Relations, Shonali Burke | Tags: barcelona principles, gary mccormick, IPR, nick lucido, nyu, PR measurement, prsa | Comments (9)Internal Doesn’t Mean Unseen: Sean Williams on #measurePR
How’s this for going back in time in the age of now?
My second guest on #measurePR (all the way back in February) was the inimitable Sean Williams.
If you’re a measurement geek and don’t know him… you should. Not only does he have one of the brightest minds in our field, he has one of the brightest minds, period. I was lucky that Sean was willing to take some time out of his day to sit in on the chat when it was just a couple of weeks old, and he shared his thoughts on measurement, PR and ROI.
Since Sean teaches on Tuesdays and was held up joining the chat, we chatted among ourselves for a bit, and shared our pet measurement peeves. Not surprisingly, the continued use of AVE, lack of benchmarking and “quantity v. quality” were common causes of angst.
Because it’s been a while since this specific chat took place and I didn’t grab screen-shots of the tweets immediately after, I can’t show them to you (if you know, and can show me, how to do that, I’ll be indebted to you forever). But here are some of the interesting/noteworthy points raised during the chat:
1. Lindsay Allen, on the value of proprietary formulas such as Cision’s “publicity value: “… they… wouldn’t/couldn’t tell us much about how it’s calculated since the formula is proprietary.” To which Sean replied that it needed academic review (which, IMHO, all formulas – btw, does anyone use ‘formulae‘ any more? – should be).
Filed under Communication, Measurement, MeasurePR, Public Relations, Shonali Burke | Tags: #icchat, #measurepr, ad value equivalency, ave, IPR, PR measurement, sean williams, weighted media cost | Comments (2)
