Yesterday I attended a #cision webinar about communication measurement, one of my favourite topics and a crucial component of strategic planning. Measurement enables communicators to quantify the fruit of our labour and gives use the information we need to demonstrate our value (and toot our own horn). Beep beep!
PR activities are necessary if a company wants to survive in today’s competitive market. However, demonstrating a clear return on investment (ROI) is challenging for many communicators because the impact doesn’t have a direct monetary value. How can we measure the value of our relationships with media? A mention in the Globe and Mail? The ability to change perceptions that can potentially damage brand reputation?
The communicators at Microsoft suggest comparing the effectiveness of communications outcomes against the goals of the company. They used a tool called PRIME research to combine measures of advocacy and influence.
In my opinion the most valuable part of the webinar was when Microsoft shared its top lessons regarding their experience with measurement:
1-Educate and evangelize constantly
Ongoing education is must because of turnover rates. They couldn’t assume that people know their PRIME score.
2-Always bring value with insights and analysis
Don’t just send out a report that flushes numbers explain what they mean and their value.
3-Communicate context – more than a score
Make sure to explain the variables and long term trends.
4-Share best practices to build confidence.
5-Involve all stockholders
Build common framework instead of a patch work of practices
How does your organization measure PR activities? Have you used PRIME or any other PR measurement tools?
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