PR efforts can be measured, Paula Berg insists in Can Public Relations Be Measured? 6 Tips for Proving and Improving ROI.
The only way PR pros can effectively make informed decisions, achieve client goals and demonstrate their value is through measurement. Berg offers a step-by-step guide to establish habits for measuring the ROI of your PR results.
Historically, PR firms focus their energy on traditional media, but Berg urges professionals to take advantage of measurement tools that allow you to assess channels like social media, message boards, forums and online videos. One common mistake: Reporting for the past instead of the future. Before you begin a measurement program, identify metrics to measure against, establish benchmarks to track progress, conduct surveys or research, etc. Reports should be a roadmap to improve strategy, not a history lesson.
13 Questions Every New PR or Comms School Graduate Should Be Prepared to Answer also acts as a checklist for current PR professionals to assure you’re up-to-date on the latest PR measurement trends. The list’s focus on measurement highlights the need for PR professionals to take on roles beyond writing pitches and expanding media relationships. Do you know what the three requirements of influence are in social media? The difference between reach and impressions? The two methods of measuring the value of PR? If not, K.D. Paine appends the answers below her list.