We recently looked at the thorny issue of PR measurement.
Today I came across an interesting announcement from a firm called Agency Analytics [Partial FLASH warning].
“The firm announced the first set of services and tools designed to help organizations measure, analyze and optimize the performance of their public relations agency partners. The service suite, called Agency Performance Management (APM), is a unique methodology for auditing, scorecarding and benchmarking PR agency performance, and can help companies increase program yields by 20 to 40 percent.”
So in essence their raison d’etre is to measure the performance of the PR company as distinct from solely measuring the program results. The services they offer include:
- Auditing your existing agency
- Helping to hire a new agency
- Get your new agency up and running
- Measure them over time
While this offering is interesting, in that it’s in my knowledge unique, I’m not sure of the value proposition here. My feeling is that your agency is measured by the client’s level of satisfaction with the agency’s work, advice and ultimately outcomes. I’m not sure where these guys fit in to the process.
After all, if you are going to measure your PR programs, then measure your agency, who will measure the firm measuring your agency?
I’d be interested in your views on this.
Footnote:
Interestingly under the link for “Management Team” there’s a vague paragraph but no names, biographies or information. They did announce the appointment of Michael Young formerly of Porter Novelli, Ketchum and Tech Image as CEO – a case of poacher turned gamekeeper eh?
Murphy's Law 