PR measurement

The myth of relationship building as the key measure of PR

01 Jun, 2020 PR measurement, PR planning, strategy, budgeting

One of the myths to emerge in public relations has been the view of relationship-building as the key measure of PR accomplishment. The problem with using relationship-building as the key measure is that it is a process – a means to an end - it doesn’t measure outcomes or results. In the real world, communication professionals are judged by the results they achieve, which are measured in more crucial ways than by the relationships ...

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Improve your customer experiences through external journey mapping

01 Jun, 2020 Marketing communication, PR measurement

All of us have endured awful customer experiences of one kind or another. For instance, when I bought a t-shirt recently it wasn’t available in my size, but it was in stock in one of the retailer's stores about 20 minutes away. The catch was that it would take 7-10 days to bring to the store because the company only made inter-store deliveries this frequently! It was unacceptable service, but they were oblivious. I ...

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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 product, ...

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How you can use Google Trends to identify best headline keywords

01 Jun, 2020 PR and the internet, PR measurement

To boost your impact and reach, you can use many tools to optimize your headlines and create better search engine visibility. Such tools include advanced search engine marketing tools like Moz Keyword Explorer and the Google Keyword Planner, but these are probably more sophisticated than you need. Other free tools include: Sharethrough Headline Analyzer CoSchedule Free Headline Analyzer In addition, OptinMonster helpfully lists 26 Tools That’ll Help You Create Better Headlines. Google Trends You ...

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Proving the $ value of your communication

01 Jun, 2020 Communication plans, 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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Zoom in on the key employee engagement measures

01 Jun, 2020 Employee engagement, experience, satisfaction, PR measurement

Engagement is probably the most important aim in communication right now – central to employee engagement and also audience engagement in social media. We will be looking at employee engagement in this article because it is central to the performance of your organization. Employee engagement is a vital driver of organizational results, and therefore the aim of improving employee engagement is probably the most important quest in employee management. Since engagement is crucial to ...

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How communication audits make you more valuable

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

Effective employee communication is a key driver of employee engagement, which in turn is a vital factor in successful workplaces. Therefore, it is important to take stock of internal communication activities to determine how effective they are, and what communication initiatives can help to strengthen engagement levels. Engaged employees are highly involved in, enthusiastic about and committed to their work and workplace, as defined by Gallup Inc., the leading firm specializing in this aspect ...

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10 top web-based tools for measuring PR

01 Jun, 2020 PR and the internet, PR measurement

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 scope is, and the list goes on. Then there’s the question of what to measure: page views, followers, website visitors, average time on a site, ...

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