Put Your PR Staffers in the Spotlight for Using Measurement

And the award for Best Use of PR Measurement in a Report goes to…

Most of us love to be in the spotlight, whether we admit it or not.  The thought of getting recognition, rewards or advancement for working hard at something makes it all worth it.  Just like Hollywood’s Oscar winners, we want to know that “they love my work!”

With the Academy Awards approaching on Sunday, I thought I’d take the time to encourage PR leaders to ‘roll out the red carpet’ for PR staffers who do measurement work.  Many PR staffers feel measurement work isn’t going to get them noticed or help in advancing their careers, resulting in either neglecting measurement tasks or feeling undervalued.  What does that mean for your PR program?  Lack of quality and accuracy in measurement data, and the risk of frustrated employees and turnover.

As an agency or corporate PR leader, the best way to get your team to value their measurement work is to put them in the spotlight for doing it.  Show your team how important measurement is for making smarter PR decisions and recommendations.  Point out how their hard work has contributed to the overall quality and success of PR results – and reward them for it.  When PR staffers see that their measurement work is not only valuable, but necessary  – it will be worth it.

Encourage junior staffers from the get go that using measurement will naturally help them win respect and make it easier to show-off their abilities.  Let them know that clients and executives want data-rich reports and tangible results.  And, that if they think of measurement as their ally and use it to create spot-on strategy to deliver what clients and execs want – they will be noticed.

Being intentional about spotlighting measurement work will create a pro-measurement culture among your staff.  This should be your goal if you want to achieve better results for your clients and execs, healthy client relationships and a thriving PR staff.

I just want to thank my Supervisor for teaching me the value of quality PR measurement!


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