Ten Golden Rules of Public Relations Measurement

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• Ten Golden Rules of Public Relations Measurement
• With the increasing recognition of the strategic
  value of communications in the boardroom and the
  demands for budget justification being
  linked to business impact, measurement has
  never been as important as it is today.
  Measuring public relations does two main
  things. Firstly, it facilitates and supports
  business objectives, which then supports the
  business or performance goes making it
  strategic. And secondly, it enables PR
  practitioners to show that they have
  achieved what they set out to do, therefore
  demonstrating accountability.
• We have gone from traditional paid media,
  media relations, journalists, press
  clippings to digital media, social media,
  mobile, bloggers, and influencers. In the past,
  there was control over the message and who
  distributed it, but that is no longer the case.
  PR has evolved in the past decade, and so, the
  ways of measuring PRs value, effectiveness
  and budgeting have also advanced.
  Historically, Advertising Value Equivalents
  (AVEs) were the standard method to conduct
  public relation measurements. More recently,
  newer, and more efficient technologies have
  emerged to make the process a lot more
  comprehensive. Though AVEs are still used, they
  are a lot less common and viewed as too
  simplistic.
• So why should you partake in public
  relation measurement? Firstly, it proves
  value to your client, your manager, and your
  board. Secondly, because there is a share of the
  budget with you and your clients. Thirdly,
  because youre making deliveries that should
  be parallel to your objectives. Lastly, so
  that you are able to learn and improve from all
  that you learn
• The new Barcelona Principles has been
  created to make it easier and more
  efficient for PR practitioners to get
  measurements for their work. this would allow
  them to advance and create personalized solutions
  for any problems that have arisen or might arise.
  There are ten golden rules as per Ketchum
  Global Research and Analytics that are considered
  the ultimate guide to public relations
  measurement.
• Goals
• quality quantity
• Understand the same principles apply to
  traditional and social media
• Collect media data in a manner usable for market
  mix modeling
• Realize that communications experts are not
  necessarily measurement experts.

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• Use measurement to track progress and design
  programs better
• Recognize that analytics is the future of PR
  measurement ROI is the answer
• Make sure all measurement is transparent
• Public Relations is a complex field as it used
  for various different purposes and connects with
  a number of audiences. These rules, along
  with some principals, allow PR personnel to
  reach a consensus on what works and what
  doesnt. It allows them to look critically at
  their media and what they offer customers, so
  that they are able to cut and add pieces where
  they feel is best.
• This set of rules has allowed a development of
  measurement tools for clients to provide more in
  depth reporting from media results to financial
  ROI.
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