In PR, Measurement Moves From Fuzzy Math & Social-Media Snake Oil to Actual Metrics
The Profession Is Starting to Find Ways to Calculate the True Worth of a Campaign
Everywhere you go in business, talk centers on Return on Investment. Who has it? How relevant is it to your campaign? Do clients really care?
A key factor in this discussion is measurement standards. Not exactly the sexiest topic, but one that is getting some serious attention.
Ad Age has written about the progress that marketers have made in developing more stringent standards for calculating a brand’s value. In the public relations field as well, measurement is moving beyond mere talk, from a communications perspective. My colleagues are beginning to turn discussion into metrics, debate into new protocols.
At the recent ninth-annual North American Summit on Public Relations Measurement, which I attended, the call-to-action was clear: we must remain keenly focused on developing objective global measurement standards that meet brands’ needs for effective communications and reputation management. The age of hyperbole is dead.
Read the entire article at Ad Age.