GAINESVILLE, FL: A group of researchers has devised what it says is
a graphical method PR people can use to select a measure of campaign
Jack Felton, president and CEO of the Institute for Public Relations
(IPR), said he felt a problem in trying to measure PR is a lack of
common practices. So to pit like against like, IPR members designed the
Measurement Tree. "If we have everyone working in one pattern, we will
have enough commonalities to determine how well we're doing," said
Explaining the need for the Measurement Tree concept, Felton added,
"Because there is no one yardstick, template, or temperature gauge that
fits the many different kinds of programs PR practitioners do, the
Measurement Tree concept offers a pictorialized way to answer, 'What
happened, and how effective was it?'"
The tree encourages users to measure certain types of PR campaigns in
certain ways, with the idea that if enough standardize their
measurement, results may be effectively compared and measured.
Gary Getto, EVP at Surveillance Data market analytics company, praised
Felton's process, but questioned the accuracy of the product's name.
"It doesn't sound like measuring; it sounds like a process that creates
a program that checks goals and determines if they have been met," said
Getto, who added that the Measurement Tree did, however, sound like a
useful tool to help practitioners craft campaigns.
Felton agreed, saying one use for the Measurement Tree is as a
"We're trying to make better-planned programs," said Felton. "A lot of
PR people get a great idea and fly by the seat of their pants. Sometimes
they're successful, but if you're trying to plan a long-range plan, you
need a better plan and structure."
One of the designers of the Measurement Tree, Katharine Paine of
research firm Delahaye Medialink, said the Measurement Tree is just one
step in a long process.
"We haven't found the magic bullet for measuring PR, but the Measurement
Tree allows us to use systems that get us closer to the goal of defining
and charting effectiveness than we have ever been able to before,"
explained Paine, who is chair of the IPR's measurement commission.
The Measurement Tree can be accessed online at