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