It's not all about ROI
November 15, 2009
The focus of much discussion about media measurement seems to be demonstrating ROI. But that's only one part of it. Most all successful companies have a PR strategy which supports its business objectives. Without specific goals PR becomes the poor relative of other marketing disciplines.
Media measurement / PR evaluation has a crucial role to play in goal setting. As the saying goes - you cant hit a target you can't see. Where do you stand right now? How successful is the competition?, what is your share of editorial coverage?, which journalists are covering your space?, what are the key messages your competitors are using? The answers to these questions will help you set realistic targets and guide your PR strategy. Don't be afraid of the results – every company has to start somewhere.
Media measurement can help you decide exactly what you need to achieve and assist in planning for its accomplishment. Regular updates ensure you're continuously working toward the goal, adjusting tactics as and when necessary: PR evaluation will allow you to understand what the competition are doing to produce results and provide inspiration for your own PR campaign.
Using media measurement research to help set targets then monitor your progress toward your goals will greatly improve your PR success. Measurement is as much about helping you achieve your goals as demonstrating they've been achieved.
Media measurement / PR evaluation has a crucial role to play in goal setting. As the saying goes - you cant hit a target you can't see. Where do you stand right now? How successful is the competition?, what is your share of editorial coverage?, which journalists are covering your space?, what are the key messages your competitors are using? The answers to these questions will help you set realistic targets and guide your PR strategy. Don't be afraid of the results – every company has to start somewhere.
Media measurement can help you decide exactly what you need to achieve and assist in planning for its accomplishment. Regular updates ensure you're continuously working toward the goal, adjusting tactics as and when necessary: PR evaluation will allow you to understand what the competition are doing to produce results and provide inspiration for your own PR campaign.
Using media measurement research to help set targets then monitor your progress toward your goals will greatly improve your PR success. Measurement is as much about helping you achieve your goals as demonstrating they've been achieved.
Posted by Craig
