Use our step-by-step guide for measuring public relations the right way.
Before you can meaningfully explore PR measurement, you have to account for research, planning, and implementation. Research and planning will help you identify the end results, and then you can work backward from the desired results.
Too often, executives and public relations pros want to measure PR without establishing a research baseline.
Under research, planning, and implementation, you have objectives, inputs, and activities. And under measurement, you have outputs, outtakes, outcomes, and impacts. Although most public relations professionals at PR firms and in-house PR staff tend to focus on measuring activities and outputs, efficient and effective measurement goes well beyond measuring activities and outputs.
Let’s start at the beginning. A good framework for measuring public relations and corporate communications begins with objectives.