Final thoughts – 7 Secrets

Today’s post wraps-up our Measurement Minute series on the “Seven Secrets for Using Measurement to Create Winning PR Strategies.” Thanks for reading along. Just a quick note, there is a Measurement Minute social report on this topic as well, and it has even more details on the secrets we’ve been discussing. It’s free of course, so go ahead and download it here.

 Also, in case you missed any of the original posts, here is a quick recap to get you up to speed:

Secret #1 Don’t rely on your gut, use metrics to bring the picture into focus. There’s a huge difference between having a general feeling about the performance of your program, and actually having solid facts and figures to determine its success. Use measurement to evaluate your progress and plan your future strategy.

Secret #2 Let data be your guide. Many PR departments are unsure if their programs are on track to accomplish business objectives because they don’t have the information, processes and tools needed to make informed decisions. Capture information specifically related to your business goals that will show you which direction you are heading.

Secret #3 Diagnose and correct problems every step of the way. Measurement data can reveal when a campaign isn’t producing desirable results and course correction is needed. Recognize and respond to problems in order to maximize your success.

Secret #4 Avoid distractions and set measureable goals to stay on task.  By setting clear goals at the beginning of your program you can map PR tasks to goals. You want to avoid distractions by giving priority only to PR activities that directly link to your goals.

Secret #5 Mold your strategy using measurement results. There’s nothing strategic about guessing. Use measurement to see what is working and what isn’t, and then build or re-work your strategy based on that information. Continue to do this throughout your entire campaign.

Secret #6 Make the most of client-agency relationships. Leverage your measurement program to create a level of transparency and build trust on both sides of the line. Clients are more confident when they understand exactly what they’re getting for their PR investment. And, agencies can be more confident communicating PR results to clients when they have solid measurement data, reports, charts, etc. to demonstrate PR’s achievements.

Secret # 7 Evaluate campaign successes. Schedule regular meetings with your team to review measurement data and evaluate your progress. Try to determine which PR activities delivered the best results and which efforts showed little return. Repeat this evaluation process often.

Remember, at the end of the day, it really is all about results. By diligently measuring and analyzing PR you’ll gain insights and knowledge that will give you a clear competitive advantage.This is just a brief rundown. For a more in-depth look at these secrets check out the Measurement Minute report: Using Measurement to Create Winning PR Strategies.

Now, I’d love to hear your thoughts. How do you use measurement to improve strategy and PR results? Share your secrets, too!

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