PR Measurement is Lacking

Are you dissatisfied with how you measure PR?  Do you long for more staff who can dedicate more time to it?  Do you wish there were better measurement tools available that you could afford?  If you answered “yes” to any of the above questions… then you are not alone.  In a recent survey sponsored by Ragan/NASDAQ OMX Corporate Solutions of 1,467 PR pros, it was discovered that respondents are longing for improvement when it comes to PR measurement.

Although most agreed that improvements need to be made, nearly everyone expressed that measurement is crucial to PR.  It looks as though respondents believe in measurement, they just know it can be better.

bigger graph measurement integral

There is a dissatisfaction when it comes to PR measurement.  In fact only 6% of respondents were very satisfied with how they measure PR.  Leaving 30% dissatisfied and 47% only somewhat satisfied.  What is causing all this frustration?  Here are the top 3 answers:

1.            Lack of Man Power………………………..56%

2.            Lack of Time …………………………………56%

3.            We don’t know which tools to use …………52%

Not only do PR staffers not know which tools to use, 46% are unhappy with the ones that are available.  Why?

1.            Too expensive ……………………………………………..57%

2.            Don’t integrate traditional and social media …………46%

3.            Don’t provide context ……………………………………46%

4.            Don’t provide insight …………………………………….42%

What an opportunity for measurement providers to take notice.  PR staffers want measurement at an affordable price that integrates both social and traditional forms of media. And, they want context so they can recognize opportunities and learn from insights to ultimately make better business decisions.

With 85% of these respondents doing the measurement themselves, there is a huge opportunity for vendors and service providers to jump in and save the day.  Wouldn’t it be nice if PR measurement could truly be designed to deliver the exact info you need? No more frustration!  Wallop! OnDemand is listening and taking your feedback to heart.  It is our goal to help make PR measurement work better for you.

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