How PR Agencies Can Make Measurement More Sophisticated and Successful: Determine Scope of Measurement Work

“Because of budget and time restraints, you can’t measure everything.”

Is your agency wanting to incorporate more sophisticated measurement practices and move away from excel spreadsheet reporting?  One thing I recommend is to make determining the scope of the measurement a priority.  Because of budget and time restraints, you can’t measure everything. You must stick to prioritizing coverage data by quality, not quantity. If too much data is collected, you will end up with more information than you can manage and analyze.

So before you start monitoring and measuring coverage, define your parameters with your client by asking a few key questions.

  • What topics are we going to track?
  • Who are the spokespeople we plan to monitor?
  • What products will we watch?
  • Which competitors do we want to keep an eye on?
  • What supplemental coverage (besides what we are tracking) do we need to look at?

Answering questions like these will help keep your efforts on track and your clients focused. Without guidelines in place, clients tend to continually make requests that become unmanageable and seem unrelated to any specific objectives or goals.  It is always good to clarify what the client expects, to be specific about what you can deliver and to make sure that all measurement practices are relevant.  Defining the scope with the client from the very beginning plays an important part  in maintaining healthy client-agency relationships.  It is a great way to avoid misunderstandings and unmet expectations in the future.

As you start incorporating this method of measurement and you begin to prioritize, you will appreciate the efficiency. No more wasting precious time and resources. In the end, having a manageable amount of consistent, focused information is much more valuable to you, and your client. You can deliver the “right” data to your client that makes creating smart strategies and making informed business decisions a whole lot easier.


One Response

  1. […] based on what you think is the best way to help them reach their goals.  For more information on defining the scope of PR measurement see my previous blog post on this specific […]

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