I have a confession to make: I used to think measuring PR was pretty much impossible and that as an account manager, the only way to tell if I was doing a good job was by judging the size of the smile on my client’s face when he saw his name in print.
I love pointing fingers so I’m very happy to be able to say that this state of affairs was not my fault. The agency I worked for at the time placed absolutely no importance on measurement. We produced a quarterly coverage book for every client’s reception table and left it at that.
I’m not ashamed to say that when I started my own b2b pr agency, I initially brought these bad habits with me. Measurement didn’t matter nearly as much as media coverage, and there was a period when we could be described as a team of coverage junkies. Now don’t get me wrong, the ability to secure coverage is central to any PR’s role and I am very pleased at my team’s exceptional abilities here, but it quickly became apparent that measuring impact on stakeholders and outcomes for the business should be the top priority for any PR campaign.
So I set out to establish how to measure the value of PR, and this series will cover what I’ve learned over the past four years. My main take-away is that PR measurement is a constantly evolving subject. There’s always more to learn, there are new and useful tools entering the market all the time and the debate remains as heated as ever.
I’ll be looking at:
Join us on our quest for measurement by following the hashtag #measurepr, commenting on this blog, or sending me one of your award-winning emails.
The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by b2b pr specialist Heather Baker, founder TopLine Comms, an inbound marketing and B2B content marketing agency and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact her via email on [email protected].
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