Public relations practitioners struggle with the concept of measurement. Historically, teams counted clips, dutifully sizing each story and making assessments based on advertising rates on the value of each story. This not only undermines the quality of reporting, it reflects an old-fashioned metric called Advertising Value Equivalency (AVE).
In her presentation, “From ROI to KPI: Practical Solutions to Measurement Conundrums,” Shonali Burke, ABC, urges practitioners to start with the business objectives of your organization as a way to look at measurement.
This is a new concept for public relations professionals who aren’t used to taking “credit” for organizational success and focused on delivering “column inches” or “air time.”