Day: June 8, 2005

No single topic causes as much fear, panic and argument among the PR profession as measurement. From my own experience, discussions with other practitioners and the previous PR Opinions surveys [2005 | 2004] there’s a lot of confusion, and no little denial surrounding the best means of measuring Public Relations.

I’m sure we’ve all heard the argument that you can’t measure the full impact of a PR campaign. Unfortunately in today’s business environment where metrics are central to investment decisions, that just doesn’t cut the mustard.

The UK’s Chartered Institute of Public Relations has released a number of papers over the past year on the subject of measurement. Their latest, a policy document [PDF] on the subject, presents seven statements on measurement. To summarize:

• PR is subject to the same measurement requirements as other business disciplines (whether you like it or not)
• Measurement is difficult across the board not just in PR
  You can simplify the PR measurement issue by paying close attention to planning and objectives from the outset
• PR can be measured
• Available measurement models – if used correctly – provide sufficient measurement for decision making
• There are a wide variety of different areas to measure – be aware of them
• Measurement is essential in the training and education of practitioners

The policy document also includes a wealth of references and resources on measuring PR. It’s a recommended download.

• I’m delighted to report a new Irish PR blogger. Piaras Kelly is writing a blog that specifically looks at Irish issues in relation to Public Relations. Piaras is a working with Drury Communications [website] one of the larger Irish PR firms.
• Mark Rose has kicked off a brand new shiny PR blog called PR Future.

• Jeremy Pepper‘s latest PR Face2Face interview is with Clive Armitage, head honcho over at Bite [website] and home of the Bite blog.

I know Clive from way back in the mists of time when I was a wet-behind-the-ears PR intern. We both worked at Text 100 before he went of to discover fame and fortune with Bite. It’s a great interview with some interesting observations.

Jeremy also has an excellent post on the art and science of PR team building and he reports on John Battelle‘s keynote at the OMMA West Conference.

• Ken Kerrigan has a thoughful post on the importance of effective internal communications.
• Keith Jackson writes on a report by Ronald Hanser of Pinnacle Worldwide on a survey of future PR trends.
• Richard Edelman believes that PR is finally getting some respect…
• I’ve been meaning to link to the New Communications blogzine for ages. It’s mission is to:
  New Communications Blogzine is a bi-monthly online publication is dedicated to exploring new communications tools, technologies and emerging modes of communication, (including blogs, wikis, RSS, podcasts, search marketing, etc.), the growing phenomena of participatory communications and their effect on traditional media, professional communications, business, politics and society at large.
  
  Issue 8 is just out and is focussing on blogging and women. It’s definetely worth a read and there’s some great stuff in the back issues.
• It looks like the 49’ers video snafu is set to run….
• An interesting profile of Pat Corfman who looks after PR and Marketing at Michigan’s Bishop Airport.