PR measurement

Use measurement to demonstrate your value

01 Jun, 2020 PR measurement, Proving PR value

  As communicators, we invariably have to battle to prove the worth of our activities in dollars. Here’s a case study of how US consultant Angela Sinickas helped one client to prove the value of her internal communication. A division of the former Pharmacia Corporation had identified five goals. One was to increase sales of their highest profit-margin product, a goal they exceeded. They did this without increasing the advertising or PR for this ...

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Proving the $ value of your communication

01 Jun, 2020 Annual communication plans, Communication campaigns, PR measurement, Proving PR value

One of the most difficult things we face as communicators is how to prove the value of our work. The value of much that we do is subjective; it is not measurable, or at least not easily measurable. However, experience shows that more is measurable than may first appear to be the case. Plan ahead to calculate the base level A vital action for measuring the value of communication is to plan ahead to ...

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How communication audits make you more valuable

01 Jun, 2020 Annual communication plans, PR measurement, Proving PR value

Chances are most employees are dissatisfied with communication in your organization, whatever its size, because nearly all organizations communicate poorly with their employees. Employee surveys report similar results everywhere – only around 40% of employees are satisfied with internal communication. For instance, Rodney Gray conducted various surveys in Australia about 10 years ago and found the positive responses to communication questions in employee surveys were: bank (24% positive), national insurance company (25%), state government ...

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10 top web-based tools for measuring PR

01 Jun, 2020 PR and the internet, PR measurement

The PR Daily newsletter ran an article by Barbara Rozgonyi and Pete Codella on some outstanding tools you can use for measuring your PR performance: There are a lot of things to consider when you’re figuring out which type of PR measurement to use: your budget, the business outcome you want, what social channels you want to measure, how many tools you want to use, the insights you want to get, how broad the ...

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‘Snowball sampling’ helps you find and mobilize your unofficial opinion leaders

01 Jun, 2020 Annual communication plans, Change communication, PR measurement, Reputation, trust, stakeholder relations

Senior insurance executive Rob Borden thought he had all the bases covered in his plan to make sweeping changes to his company’s health insurance policies and procedures. New legislation meant it was important to make the changes. He had carefully briefed all managers about the changes and had launched the program with a catchy slogan. But it became obvious a large number of employees were resisting change – the program was heading towards a ...

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