Measuring results is essential to good PR. We fly blind without it, not knowing what did and did not work, not understanding which elements of a campaign should be replicated and which should be retired, unable to properly report the value of the campaign to the client. Without measurement, we cannot be as effective and we cannot be as accountable.
It is a significant problem, then, that only 23% of PR professionals said that they were ‘satisfied’ or ‘very satisfied’ with how their organisation measures results. Why? More than half of the industry reported that a large roadblock to successful measurement was that they didn’t know which tools to use. read more