If You Can't Measure the Effectiveness of Your PR Effort , You'll Never Get to the C-Suite
Here’s your business school saying of the day: “If you can’t measure it, you can’t manage it.” Here’s your Catching Flack corollary of the day: “If you’re not measuring the effectiveness of your PR programs, your career path will be severely limited.”
I’ve railed recently about the lack of professional standards in our industry and how [...]
A Must-Have Measurement Checklist by KD Paine
KD Paine, the Queen of PR Measurement, has just put out a must-have checklist for PR Measurement programs. You can download it here, and following is an executive summary:
Define the objectives of your PR program, and what you hope to accomplish with a measurement report (e.g., increase your budget, get more internal support)
Define the audiences [...]
Poor Evaluation Methods Remain the Achilles Heel of PR
According to the USC-Annenberg study of PR departments, PR is doing a somewhat better job of evaluating its contribution to the achievement of key corporate goals, but we remain far from successful in developing and using evaluation methods that really get the bosses’ attention.
“The authors believe that the profession is doing itself a great disservice [...]
Generally Accepted Practices in Public Relations Departments
The Strategic Public Relations Center at USC has released its annual study of Generally Accepted Practices in internal PR departments, and it is chock-full of insights that should be valuable both to inside communicators and outside consultants.
The study looks at practices across-the-board including budgets, evaluation, reporting lines, use of outside agencies, management’s perceptions of PR, [...]