Historically, PR measurement has been about deriving large numbers which look impressive on the face of it but don’t link back to organisational objectives – vanity metrics.
Whether an attempt to put a monetary value on comms efforts through AVEs or trying to emphasise the number of eyeballs who “might” have seen a piece of coverage with Opportunity To See (OTS), comms professionals have tried to prove their value with metrics which don’t link back to real business objectives.
This has seen earned media budgets shrink, with money redistributed to the media sectors which have been far better at aligning their outputs to business objectives; paid and owned.
Faced with these shrinking budgets, comms professionals have realised that creating measurement programmes related to organisational objectives and goals is the only way to prove the value of their work to their organisation and claw back budget from colleagues in advertising and marketing.
However, this has not been a uniform process, with communicators on different ends of measurement scales. On one end of the scale, you have the the PR measurati; AMEC regulars who are looking to continually push the envelope on what’s possible with measurement and evaluation.
At the other end of the scale, you have comms professionals who still rely on AVEs and OTS who are looking to use more meaningful metrics but don’t know where to start.
In the opening session of CommsCon X Insights, we’ll hear how two organisations have gone about their measurement journeys. Cision measurement guru Orla Graham will be joined by Kellogg’s Sarah O’Neill and Macmillan’s Kate Jones to discuss measurement journeys.
The trio will also discuss the importance of having a human element when it comes to evaluation and insights, how measurement has changed PR’s place in the marketing mix and how to marry together the art and science of communications.
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