Another Word About PR Measurement

Today we hear from Sean Williams, talking about “Measuring Communication Without Crying”:

To make measurement work, you have to know what you want to accomplish. Maybe you want to get media attention. Fine, but why? And don’t just say that you want it because media attention is good.

Ask yourself whether your PR and social media plan is really aligned with your organization’s business plan. You need a real objective, with a specific goal over a specific time frame. Perhaps your objective is to reach a certain audience segment in the next six months, such as Facebook users over the age of 55 or people who work in manufacturing in South Africa. Maybe you want to focus on a specific business area like tire dealers or individual consultants. Or perhaps you merely want to increase traffic to your web site or increase the number of people who follow you on Twitter.

Whatever your objective, you must also consider your audiences and stakeholders. Do you know where they spend time online, what they like to read or view and who they tend to trust? What research is available about them?

learn more at: IABC: CW Bulletin Williams.