Revolutionary Measures

Making PR meaningful with proper measurement

In a couple of weeks I’m co-leading a session on measurement at the CIPR East Anglia Best PRactice Conference in Cambridge. Preparing for the event led me to think in a bit more detail about PR/marketing and measurement. I vividly remember one of my first jobs as an account executive was to physically cut out and spraymount coverage from magazines onto enormous boards, ready to be shown off at client review meetings. It would always be left until the last minute, you’d never be able to find the right articles and ineffective spraying often meant articles peeled off in transit to the client’s offices. But they were normally happy, so we moved onto the next quarter unscathed.Measurement_unit

In many ways that example typifies what PR measurement used to be about. Bodge it together and make it look good enough to get through the review meeting and everyone would be happy. No wonder that many agencies loved the idea of using Advertising Value Equivalent (AVEs). Look up the cost of advertising in the print magazine, multiply it by a number to denote that editorial coverage was more believable than advertising and even the most anaemic PR campaign appeared to be delivering a wonderful return on investment. There was no real measurement of outcomes and the impact of PR on the business or its objectives.

Thankfully, this attitude is changing fast, even if many agencies (and clients) still try to hang onto AVEs and measurement by the ‘thunk factor’ – the pleasingly loud noise a packed coverage book makes when it lands on the CEO’s desk. The rise of digital channels, where everything is measurable, pressure on budgets and the decline of straight media relations means that PR professionals have had to move on. So how should agencies approach measurement and what are the benefits of new approaches?

Firstly, I’d say there are four advantages to more grown-up measurement:

  1. It demonstrates the business value of our work and how it impacts the organisation
  2. It safeguards budgets as it shows the contribution of PR to the bottom line
  3. PR people can get more involved strategically in the company and its objectives, rather than simply churning out press releases
  4. Frankly, it is more interesting – you get to see what an organisation is trying to achieve and then come up with a measurable way of helping to deliver objectives.

So, where do you start? The good news is that there is plenty of information available, starting with AMEC’s Barcelona Principles on measurement. There are also multiple frameworks available to help PR professionals to put in place measurement for their campaigns and programmes.

However, they can look daunting and difficult to apply to your particular circumstances. Clients may not want to pay for measurement in addition to your consultancy fees, and, let’s face it, new ways of measuring aren’t as easy as counting pieces of coverage or sticking them in a book.

That’s the challenge that the CIPR Conference workshop on 23 May will try to help people overcome. Along with Laura Bagshaw of Norfolk Constabulary and Penny Arbuthnot of Genesis PR, I’ll be discussing how evaluation can be part of every campaign, large or small, public or private sector. You don’t need to be a CIPR member to attend the event and there’s a star-studded line-up of speakers to entertain, educate and intrigue you. More details at https://ciprea.org/conference/2017-2/2017s-programme/. I hope to see you there!

Image by Gowolves109 (Own work) [Public domain], via Wikimedia Commons https://commons.wikimedia.org/wiki/File:Measurement_unit.jpg

 

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May 10, 2017 Posted by | Uncategorized | Leave a comment