Over the past 30 years, the debate about measurement and evaluation in public relations has been endless. The importance of this research has never been in question, but how it has been applied has been controversial.
measurement's tag archives
When you see Katie Paine is going to be on a panel to discuss evaluation, you know you’re going to get the real deal. Katie Paine is considered one of the true leaders of public relations measurement. Heck, she literally wrote the book on measuring public relationships!
So before she started her Tuesday afternoon presentation about “Reputation, Employee Engagement and Other Measures of PR Value,” I cornered her to talk numbers.
Katie Paine rattled off her 3 favorite metrics in this video in a single take without hesitation:
- Share of desirable conversation as compared with competitors
Tags: evaluation, kdpaine, measurement, monitor, PRSA 2010 International Conference, roi, value
“Proving the value of public relations” continues to be one of the profession’s greatest and most wide-spread challenges because the definition of “value” is purely subjective: What holds value for one may be different from what holds value for another. But what makes the process even more difficult is that values change not just from organization to organization but from person to person within the same organization.
Tags: business+case+for+public+relations, measurement, public+relations, ROI measurement
In 1971, the American scholar Herbert Simon wrote that “a wealth of information creates a poverty of attention.” Not surprisingly in the age of information overload, we have become dependent on circles of friends, family and colleagues to help us decide what’s worth reading and watching. The Facebook status updates, tweets and blog posts of people whose opinions we trust to determine which content warrants our precious time, and this “social news filtering,” has huge implications for communications professionals. As these content-filtering clans strengthen and grow more intimate, landing a mention for your client on a popular news site or blog may no longer serve as the definition of success for public relations professionals on the Web. Increasingly, savvy clients and bosses are asking that you prove not just that people saw the mention, but that they recommended it to others.
Tags: buiding social media communities, buzz+building, measurement, social media measurement, social media metrics, social+marketing campaigns
Just a few decades ago, most workers made “something.” The economy was defined by industrial output, and jobs usually involved manufacturing products, extracting natural resources or handcrafting tangible things. Those types of job still exist today, but we now live in a world in which the “service economy” — or the increased importance of the service sector, of which public relations is a part — is a much larger economic force.
Of course, public relations professionals produce “things” too. We write plans, conceive ideas and organize and conduct events — but writing plans and generating ideas isn’t really what we do.
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