Newsroom Ink continues to be recognized as the strategic thought leader on the topics of brand journalism and online newsrooms. For the second time in two weeks, Bulldog Reproter’s Daily’Dog has selected a Newsroom Ink post written by Ed Lallo for its PR and Issues Column.
A recent PR measurement article posted on Newsroom Ink “PR Measurement Doesn’t Lie: It Just Doesn’t Always Tell the Whole Truth”, is featured in on the May 26th issue.
In a recent PRSA seminar on measurement led by Shonali Burke, ABC, attendees were informed that there are two kinds of measurement; bad measurement and good measurement. In reality, careful study of best practices shows that measurement numbers are never intended to tell the whole story – only a specific part over a specified period of time.
The measurement process is all about questions. Questions answered, and those left unanswered. In the end, good measurement must provide answers to the collected data – good or bad. It must also be able to connect the objectives with results, and show how they relate to the strategy of the brand.
PR agencies allocate between five to ten percent of a clients budget toward measurement costs. In the real world of shrinking corporate PR budgets, measurement has become more of a luxury than a standard.
