Day: September 15, 2004

The confusing world of PR Measurement

Measurement continues to be the single area in Public Relations where there is little or no consensus. The sheer variety of metrics used to measure PR performance from hours spent, to advertising equivalency, audience surveys and web hits provides a lot of confusion on how to best measure Public Relations. 
 
The problem is accentuated by the fact that most PR measurement discussions center on media relations when many programs go far beyond pure media relations.
 
As part of the Measurement Summit to be held on the campus of the University of New Hampshire later this month, a global online survey on PR measurement is being undertaken.  The survey is being conducted by:
  • Donald K. Wright – Professor of Communication, University of South Alabama and President of the International Public Relations Association (IPRA)
  • Richard Gaunt MIPR ï¿½ CEO Benchpoint Ltd, London, England
  • Katie Delahaye Paine � CEO KDPaine and Partners, Durham NH, USA
I’d encourage anyone working in PR to take a few minutes to complete the survey.
 
Footnote:
  • Thanks to Stuart Bruce for the link.
  • In the most recent PR Opinions Survey 70% of respondents said they used a non-standard combination of measurement tools to gauge the success and/or failure or a program.