December 2009

End the Frustration

Savvy communicators know that PR programs can do a lot to build a company’s credibility. But showing results in a way that both executives and communications pros alike will understand has been a point of frustration since the dawn of the profession. So build a foundation now that will make demonstrating results easier at the end of 2010. The best place to begin? Engage your executives in creating a way to measure your PR program that means something to everyone at the table.

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Start with Solid Objectives

At the end of 2010, you may be surprised to find that your two favorite words are “measurable objectives.” That’s because measurable objectives make it so much easier to evaluate a public relations program.

But a word to the wise – don’t create objectives that tie back to PR tactics (for example, skip the “secure 50 placements for our new product”). Those put you right back in the position of having to explain the value placements to your execs. Instead, work with business and marketing leaders to create objectives that drive toward a business result. Maybe you can’t take all the credit for a sales bump – PR, after all is a part of a bigger marketing mix – but you might be able to track leads generated by PR efforts. Take a look at your business and see what makes sense.

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Think in Terms of Impact

No matter what kinds of measurable objectives you set for the year, it’s still important to monitor your company’s media placements – not so much for quantity (although we know that some execs love to see lots of impressions and high ad equivalency dollars), but for quality.

Measuring media quality takes some serious commitment, but it’s worth it. You not only get a good read on your overall quality, but you can also pinpoint specific areas (like quote quality or messaging) for improvement.

Cushman/Amberg, for example, has developed a measurement system for its clients called Impact Ratings. This tool measures each media placement on six to eight different criteria, each from one to 10; criteria include such things as the size of the story, the location within a publication, the message content, the appropriateness of the media outlet, etc. This gives a true measurement of achievement, and enables course corrections if specific criteria are not meeting expectations.

Ultimately, you need to design a quality measurement program that fits your company’s specific needs – but there’s one constant no matter where you work. You need to bring your executives into the loop and keep them in it. If they don’t understand how you’re measuring quality or why, any ratings program you develop will be cast aside in favor of ad equivalency totals that don’t really tell you anything.

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