I don’t measure PR because…

Have you ever uttered the phrase… “I don’t measure PR because…”? There’s no question that PR measurement gives teams information to help them work smarter, and achieve more and better results. And chances are, if you ask just about anyone in the industry whether or not they believe measurement is important to doing good PR, they’ll say that it is. But, ask that very same person if they are measuring their own PR results and there’s a good chance they are not. Why? There are a number of reasons, and many are discussed in the Measurement Perspectives and Practices report.

If YOU are one of those PR professionals not measuring PR, how would you finish this statement: I don’t measure PR because…? Over half of industry professionals say that limited finances and resources make it difficult to implement measurement. In fact, 51% of those who don’t measure PR listed “cost and lack of resources” as a the main reasons why in a recent survey. You can view those survey responses in more detail here.

Whether or not you are measuring PR results, you may have run into one or more of these challenges at some point: cost of collecting/analyzing data, lack of resources, not enough manpower, clients/executives won’t buy-in, difficulty determining what to measure, difficulty knowing how to use measurement data. Knowing how to overcome these obstacles can help you attain measurement and achieve greater success for your program.

Three out of four PR professionals say that price is a factor when deciding whether or not to measure PR – probably because the cost of some PR measurement solutions is borderline ridiculous. It just isn’t realistic for agencies or businesses to drop an enormous amount of money on measurement when there are other expenses and competing priorities. Many measurement solutions run somewhere in the neighborhood of $800 to $2,000 per month. So, what’s a PR person to do if they don’t have thousands of dollars available to spend on measurement each month? My suggestion is shop around. There are affordable measurement solutions on the market. So keep looking until you find something that fits your budget. Measurement doesn’t have to be expensive. If you can find something that works for you then you’ll never have to say, “I don’t take advantage of measurement because… it is too expensive.”

Another common problem that gets in the way of measurement is the fact that it often takes a lot of convincing to get clients and executives to invest in measurement. Clients and execs expect to see proof of PR results, and this means hard data. The problem is, they’re rarely willing to spend money to get that data. If you find yourself having to make a case for measurement then you’ll want to be sure you show exactly how measurement will impact PR. Make it clear to clients and executives what type of ROI they can expect from measurement. Explain that measurement helps identify which PR initiatives are working (and which aren’t) so that programs can be optimized for better business results. If you need more tips for convincing the c-suite to give you a green light for measurement, check out the report: How to Demonstrate the Business Value of PR and Earn Credibility with the C-Suite.

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