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
http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/

Coalition for Public Relations Research Standards
http://www.prsa.org/Intelligence/BusinessCase/MeasurementStandarization/#.UvqFxfldW9F

11 must-read PR and social media measurement books
http://www.ragan.com/Main/Articles/11_mustread_PR_and_social_media_measurement_books_45539.aspx

Measurement courses every PR pro should take
http://www.ragan.com/Main/Articles/45512.aspx

46 social media monitoring and measurement tools
http://petecodella.com/46-social-media-monitoring-and-measurement-tools-10001797.htm

25 Social Media ROI Tips from the Pros
http://www.socialmediaexaminer.com/social-media-roi-tips/

How to Measure Social Media ROI
http://www.socialmediaexaminer.com/measure-social-media-roi/

10 ways to measure PR results
http://www.ragan.com/Main/Articles/48107.aspx#

Six Simple Ways to Measure Owned, Earned and Paid Social Media ROI
http://p.feedblitz.com/r3.asp?l=89915856&f=848718&c=4749507