Comments on: Why Measurement Is Important

By: The message is out there – evaluating the value of PR « Eulogy! Blog

The message is out there – evaluating the value of PR « Eulogy! Blog — Fri, 06 Nov 2009 09:22:48 +0000

[...] **Photo borrowed from Dave Fleet’s great post on Why Measurement is Important [...]

By: Yes, Some Social Media Programs Will Fail | davefleet.com

Yes, Some Social Media Programs Will Fail | davefleet.com — Tue, 07 Oct 2008 13:01:10 +0000

[...] Another news flash: Companies measure the things they care about. [...]

By: Mark Horstman

Mark Horstman — Sun, 02 Mar 2008 23:59:29 +0000

Dave-

Thanks for the kudos on the cast, and we couldn’t agree more. Too many staff orgs don’t want to measure their stuff, while trying to support line orgs that get measured to death. It hurts credibility, to say nothing of effectiveness. It’s scary, probably, for many…but courage isn’t the absence of fear, it’s acting in spite of it.

Mark Horstman
Manager Tools

By: Csalomonlee

Csalomonlee — Fri, 15 Feb 2008 16:39:48 +0000

Hi Dave, I agree that measurement is key and doesn’t have to be too fancy or complicated. For me and the size of my company, I focus only on the PR efforts that were directly a result of my efforts – not through pick up on news wires or the original article.

As my company develops, I envision tracking what key messages are being picked up.

The key is establishing a template and updating it regularly ( Check out my previous post on this here – http://prmeetsmarketing.wordpress.com/2007/07/24/measuring-pr-the-quick-and-easy-way/). That way, you can provide measurement weekly, monthly or quarterly vs spending 20 hours in the two days before it’s needed.

By: Ian Ross

Ian Ross — Tue, 12 Feb 2008 15:17:39 +0000

Hey Dave. I agree that many comm plan evaluation pages never receive the attention they deserve. It’s a shame. It speaks to our channel surfing habits. We’re always looking for the next exciting project, not hours of numbers and analysis.
For PR to fully embrace evaluation, I think it needs to start at the bottom. Junior and mid-level staffers who have higher aspirations need to find the time to do the proper analysis of their own work (yes, this may mean a few more late nights and non-billable hours). This would help them develop a better understanding of effective PR strategies, and prove to their clients and bosses that they have the facts to back up their observations.
I would argue this also puts them in a better position to be promoted. And hopefully they bring their committment for evaluation with them.

By: Zoe

Zoe — Tue, 12 Feb 2008 14:51:20 +0000

Excellent post Dave.

I find it also helps to have clear goals in mind. It helps even more when these goals come directly from your client.

Defining what is important is key to figuring out how far you’ve come along.

By: Joseph Wilburn

Joseph Wilburn — Tue, 12 Feb 2008 06:13:26 +0000

I really like your observations, Dave.

I know in school we’re actually being taught to “quantify” in our communication plans now despite the lack of a consistency in our industry in measuring our activities.

For example, I might say, “we will evaluate our success based on achieving 3 or more outlets playing our key messages in our media monitoring activities.” Something along those lines.

So, it is being done in the schools now. Hopefully, we’ll be prepared for when it becomes more mainstream.

By: Rick Weiss

Rick Weiss — Tue, 12 Feb 2008 06:08:35 +0000

Hi Dave,
Your post really affirms what my instructors at Centennial have been saying about measurability.
Stress is on making the our strategies measureable right from the start. Its difficult to wrap our head around at the beginning, but as I come across it again and again, measurement just starts to make sense.

By: Jason Ryan

Jason Ryan — Tue, 12 Feb 2008 03:40:29 +0000

Good points Dave.
Another approach to providing value to senior management is to institute a reporting regimen, so that (quarterly at a minimum) the senior team gets to look at the contribution comms/public affairs is making to the organization’s strategic goals.
This shifts the focus from plans and specific initiatives (the project management mentality, particularly in government) to a recognition that communications is an integral part of the business and should be reviewed regularly, along with the HR, Finance and other reports.