Comments on: 4 Easy Steps to Better PR Measurement http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/ David Mullen on PR, Integrated Communications and Social Media Mon, 06 Jun 2011 03:58:50 -0600 http://wordpress.org/?v=2.8 hourly 1 By: Chuck Hemann http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-984 Chuck Hemann Tue, 07 Apr 2009 14:27:46 +0000 http://davidwmullen.com/?p=1139#comment-984 @Ewok - I'm not entirely sure what you are asking me for. Are you looking for traditional media metrics? Social media? Analyst relations campaign? There are some common metrics for all types of campaigns, but I'd caution against using "standardized" metrics, especially if they don't align with the overall goals and objectives of your campaign. @Richard - thanks for the comment. I am actually a frequent reader of your blog. Will drop you a line. @Ewok – I’m not entirely sure what you are asking me for. Are you looking for traditional media metrics? Social media? Analyst relations campaign? There are some common metrics for all types of campaigns, but I’d caution against using “standardized” metrics, especially if they don’t align with the overall goals and objectives of your campaign.

@Richard – thanks for the comment. I am actually a frequent reader of your blog. Will drop you a line.

]]> By: Richard Bagnall http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-982 Richard Bagnall Sun, 05 Apr 2009 09:46:23 +0000 http://davidwmullen.com/?p=1139#comment-982 Hi Chuck, Nice concise post making plenty of sense that we at Metrica agree with. By avoiding pseudo-scientific scoring systems and helping our clients tie their measurmeent to sensible credible objectives, we have found that they havelearned to 'enjoy' their metrics programme rather than fear it. Please take a look at our PR measurement blog at www.metrica.net/measurementmatters and get in touch with me if you would be interested in writing a gust post for us too. Best wishes Richard Hi Chuck, Nice concise post making plenty of sense that we at Metrica agree with. By avoiding pseudo-scientific scoring systems and helping our clients tie their measurmeent to sensible credible objectives, we have found that they havelearned to ‘enjoy’ their metrics programme rather than fear it.

Please take a look at our PR measurement blog at http://www.metrica.net/measurementmatters and get in touch with me if you would be interested in writing a gust post for us too.

Best wishes

Richard

]]> By: Ewok http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-983 Ewok Sat, 04 Apr 2009 15:30:25 +0000 http://davidwmullen.com/?p=1139#comment-983 Hey Chuck, Agreed all vendors (PR included) need measurement (we call them kpi's or key performance indicators). Some background: We have been working with a PR firm for over a year already. Can you give me two that I should use? E.G. -# of bylines? -# of analyst briefings? Thanks in advance for your consideration. Hey Chuck,
Agreed all vendors (PR included) need measurement (we call them kpi’s or key performance indicators).

Some background:
We have been working with a PR firm for over a year already.

Can you give me two that I should use? E.G.
-# of bylines?
-# of analyst briefings?

Thanks in advance for your consideration.

]]> By: ImpactWatch » Blog Archive » Top Social Media Monitoring & Measurement Posts of the Week http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-981 ImpactWatch » Blog Archive » Top Social Media Monitoring & Measurement Posts of the Week Fri, 03 Apr 2009 16:52:50 +0000 http://davidwmullen.com/?p=1139#comment-981 [...] 4 Easy Steps to Better PR Measurement - David Mullen [...] [...] 4 Easy Steps to Better PR Measurement – David Mullen [...]

]]> By: Jeff Grass http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-980 Jeff Grass Tue, 31 Mar 2009 15:56:19 +0000 http://davidwmullen.com/?p=1139#comment-980 Thanks for the recommendation, Chuck. I will have to check out Katie Paine's Measuring Public Relations. -JGrass Thanks for the recommendation, Chuck. I will have to check out Katie Paine’s Measuring Public Relations.

-JGrass

]]> By: Chuck Hemann http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-979 Chuck Hemann Tue, 31 Mar 2009 14:37:57 +0000 http://davidwmullen.com/?p=1139#comment-979 Jeff/Krista - thanks for posting comments! I really did enjoy doing the post. What Jeff hits on is the real crux of the problem in my opinion. I've talked with a few PR professors of late who tell me that they teach their students quantitative research methods. While a practical course to be sure, what you are likely to learn in a methods course is going to have very little application to your day-to-day life as a member of the PR community. I think students would get a lot more out of a measurement and evaluation course than they would a methods course, but that's just me. Heck, there's enough out there that finding reading material wouldn't be a problem. Katie Paine's Measuring Public Relationships would probably be at the top of the list. Jeff/Krista – thanks for posting comments! I really did enjoy doing the post. What Jeff hits on is the real crux of the problem in my opinion. I’ve talked with a few PR professors of late who tell me that they teach their students quantitative research methods. While a practical course to be sure, what you are likely to learn in a methods course is going to have very little application to your day-to-day life as a member of the PR community. I think students would get a lot more out of a measurement and evaluation course than they would a methods course, but that’s just me. Heck, there’s enough out there that finding reading material wouldn’t be a problem. Katie Paine’s Measuring Public Relationships would probably be at the top of the list.

]]> By: Jeff Grass http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-978 Jeff Grass Tue, 31 Mar 2009 14:29:23 +0000 http://davidwmullen.com/?p=1139#comment-978 Relevant post and great follow-up to your previous post on challenges PR faces. As a young professional just now finishing up my degree, I feel I haven't been completely prepared to effectively measure success. While I agree that PR pros need to adopt more effective measurement tactics, I think it starts at the ground-level with education. Colleges need to include a more focused discussion of measurement in their curriculum. Most of what I have learned regarding measurment has been through my own research, which is fine by me, but really unfair to those paying for a well-rounded education. Thanks for the advice and insights, Chuck. And thanks for starting the discussion, David. Regards, JGrass Relevant post and great follow-up to your previous post on challenges PR faces. As a young professional just now finishing up my degree, I feel I haven’t been completely prepared to effectively measure success.

While I agree that PR pros need to adopt more effective measurement tactics, I think it starts at the ground-level with education. Colleges need to include a more focused discussion of measurement in their curriculum. Most of what I have learned regarding measurment has been through my own research, which is fine by me, but really unfair to those paying for a well-rounded education.

Thanks for the advice and insights, Chuck. And thanks for starting the discussion, David.

Regards,
JGrass

]]> By: davidmullen http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-977 davidmullen Tue, 31 Mar 2009 02:28:10 +0000 http://davidwmullen.com/?p=1139#comment-977 @Krista - "developing measurable PR programs also lends itself to accountability - for both you and the client." Agreed. Once of the reasons I believe clients and agencies sometimes aren't on the same page regarding the outcomes of campaigns is because they didn't clearly define "success" at the beginning. Clear, measurable goals defines success. @Krista – “developing measurable PR programs also lends itself to accountability – for both you and the client.”

Agreed. Once of the reasons I believe clients and agencies sometimes aren’t on the same page regarding the outcomes of campaigns is because they didn’t clearly define “success” at the beginning. Clear, measurable goals defines success.

]]> By: Krista Holloway http://www.davidwmullen.com/2009/03/29/4-easy-steps-to-better-pr-measurement/#comment-976 Krista Holloway Tue, 31 Mar 2009 01:40:53 +0000 http://davidwmullen.com/?p=1139#comment-976 Great guest post! Developing measurable PR programs also lends itself to accountability--for both you and your client. In addition, we need to train ourselves (PR Pros) to share our measurement in terms that are understood by the C-suite. We try to develop objectives that have a measurement assigned to each one. And, we are working on ways--with a third party vendor--to measure share of discussion. It's an exciting time to be a part of an evolving industry. Great guest post! Developing measurable PR programs also lends itself to accountability–for both you and your client. In addition, we need to train ourselves (PR Pros) to share our measurement in terms that are understood by the C-suite.

We try to develop objectives that have a measurement assigned to each one. And, we are working on ways–with a third party vendor–to measure share of discussion. It’s an exciting time to be a part of an evolving industry.

]]>