Give thanks for the “little” PR tasks

As Americans take a break from business as usual to celebrate Thanksgiving, I would like to wish those of you in the U.S., and everyone else reading this blog, much to be thankful for. I hope that during the holiday, and in the future, you are surrounded by the people and things that are most important to you.

In the spirit of Thanksgiving, I thought I would share a post about showing gratitude to PR team members for an important, yet underappreciated task…that’s right, I’m talking about measurement.

Ask a junior PR staffer, an intern, or anyone else responsible for doing PR measurement, and they are likely to tell you that it is often a thankless task. That’s because, a lot of times, the people tasked with capturing data, tagging it, and so on, don’t get to see the benefits of their work. However, the people using the data and benefiting from its insights, are the ones that receive recognition for PR wins.

When PR measurement is done well, it can be an absolute game changer for a product or brand. The end results of measurement are exciting and clear to those using the data and analysis. But the advantages aren’t always felt by those who are responsible for tediously tracking coverage and tagging articles. That is why it is nice to show appreciation for coverage tracking, monitoring and measurement work.

One way you can do this is to implement a rewards program for relevant and valuable PR information. For example, you could offer rewards for accuracy and quality control. Reliable analytics and PR recommendations start with accurate data. To show appreciation for hard work and accuracy, and to promote quality work, provide performance incentives for assignments like reviewing coverage for relevance, and tagging data correctly.

Another reward worth implementing is a contest for PR insights. Consider asking PR teams or individuals to submit a data driven insight each month. Then, at the end of the month, choose the best insight and reward the person who submitted it. Not only will a program like this show team members appreciation, it will also give employees a reason to care about measurement. Ultimately, your entire PR team will feel motivated to not only do the basic measurement work, but also to think more about how to use measurement data for strategy and PR recommendations This is a win-win scenario – junior staff will be better trained AND feel more appreciated.

I believe that thanking team members for their work is an important part of creating a happy, successful PR team. And finding ways to provide recognition for tasks that generally go unnoticed can have a big impact on productivity.

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Is internal or external media monitoring and PR measurement more cost-efficient?

Here’s a quick poll for all of you PR professionals:

Wallop! OnDemand is conducting an online survey, and among other things, we are asking PR professionals to weigh-in on the above question. (You’re invited to take the survey and share your thoughts.)

Early results from the Wallop! OnDemand survey show that responses are divided pretty evenly. About one-third of respondents believe costs are greater when using internal team members, one-third feel outsourcing is more expensive, and the final third say it is a wash.

Taking time to think about this question, and the costs tied to PR monitoring and measurement, is important. PR teams should know whether it costs more to have internal team members perform coverage tracking, tagging, toning, etc., or if outsourcing has a higher price tag. The answer is variable because costs are dependent upon who is responsible for tasks like coverage tracking, and how much they are paid.

If you don’t know whether internal or external media monitoring and PR measurement is more cost-efficient for your PR team,  I encourage you to take some time to crunch the numbers. It will help you make smart decisions about how to handle these PR tasks. Once you come to a conclusion, I hope you will take a few brief moments to share it by completing the Wallop! OnDemand survey. (Note: If you take our survey by November 30, 2012 you could win $200. Participants that complete the survey by November 30 will be entered into a giveaway for a $200 Visa gift card. Take the survey here, and good luck!)

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