The Public Relations Measurement Dilemma

Most people would agree that a public relations program will be most effective when some pre- and post-campaign research is done. However, convincing organizations to spend that money is really difficult.

That’s probably why this quote from a PR Week article about the publication’s 2006 Corporate Survey caught my attention.

"You can't control what you don't measure," says Mark Stouse, BMC director of worldwide corporate communications. "PR people [who] say, 'I can feel it in my gut,' may be correct, but a business executive is going to say, 'You want me to trust your gut?'"

Stouse is 100 percent correct, and yet we continue to struggle to justify funding for this important activity.

Here are three reasons why measurement is important:

1. Without research, you’ll never know where you stand. Politicians wouldn’t run a campaign without poll numbers, and you shouldn’t either.
2. Avoid costly mistakes. With research, public relations practitioners can better advise you on the strategies and tactics that will have the greatest impact, and you won’t overspend on useless tactics.
3. Without measurement, there is no way to gauge return on investment for your public relations expenditures.

Comments

[eschipul]

I frequently bring research to the table with clients, but at prices like 25k with a 90 day timeline (or longer) they typically say no. I would too.

What is your opinion of "snap surveys" as a more affordable alternative?

[Danielle Ezell]

Ed,

I like snap surveys because they usually confirm our hunches. And isn't that what we want anyway? To know that we're going down the right path?

Unfortunately, most organizations aren't even making that small investment.