On measurement: Don’t CYA – drive strategy instead

PR firms know that measurement is a good thing. And clients want it. But both often get the why wrong. Here’s an excerpt from a...

PR firms know that measurement is a good thing. And clients want it. But both often get the why wrong. Here’s an excerpt from a recent e-mail selling a webinar on PR measurement: “You’ll learn how to communicate PR’s value, help drive PR funding and gain insight to create the right evaluation system for your organization and your budget.” Justifying your existence and driving higher budgets are OK I suppose, but they leave the far greater power of metrics and analysis sitting on the sidelines.

The very best use of measurement and analytics is to help PR people more professionally and reliably build, shape and protect their clients’ brands. With the sheer volume and velocity of content careening around our culture today, PR strategies based on personal opinion and past experience are no match for the more deeply informed strategies engineered by PR pros armed with sophisticated analytics tools, in terms of growing and shaping media coverage, online dialog, WOM, sales, and brand value.

So, flip the proposition — use measurement for building strategy. When you achieve and surpass goals on a regular basis, CYA gives way to more productive forward-looking collaboration, and program funding usually takes care of itself.

Andy Getsey, cofounder, Atomic PR

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