Getting Started with PR Measurement

On March 19, 2014, the PRSA, NJ Chapter, Senior Pros group held a panel workshop on “The New PR Measurement” to help demystify a topic that confounds even veteran PR professionals.

Speaking to a group of 12 PR professionals at Coyne Public Relations in Parsippany, Norman Booth with Coyne PR and Johna Burke with BurrellesLuce did a fine job of explaining how they measure PR results for clients. I was the panel moderator.

Some in the audience had hoped our panelists would unlock the secrets of the “new PR measurement,” a set of prototype standards created by the same group of global PR giants (including PRSA) that established the Barcelona Principles in 2009.

We learned, however, that there remains a great divide between the new measurement standards, which are currently being tested by four corporate behemoths, and the real world of PR measurement as it exists today.

Clearly, everyone who is serious about measuring the bottom-line outcomes of PR campaigns and programs has got their work cut out for them. No all-purpose, measurement tool kit is available for purchase.

However, there are a great many resources available to help anyone who wants to take the plunge into the new PR measurement. Here’s a starter list:

The Barcelona Principles

Coalition for Public Relations Research Standards

11 must-read PR and social media measurement books

Measurement courses every PR pro should take

46 social media monitoring and measurement tools

25 Social Media ROI Tips from the Pros

How to Measure Social Media ROI

10 ways to measure PR results

Six Simple Ways to Measure Owned, Earned and Paid Social Media ROI

About Chris Biddle

With 35 years of experience as a hands-on communicator and PR practitioner, President Christopher Biddle is well positioned to help New Jersey-based companies tell their stories and get the results they want. An exceptional writer and editor, Chris is also a strategic thinker who has a proven track record in his ability to conceive and execute goal-driven communications projects both large and small. Chris was Vice President in charge of Communications with the New Jersey Business & Industry Association from 1992 until his retirement in 2012. Contact: Website | More Posts

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