Five Principles of PR Measurement

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• Five Principles of PR Measurement
• Without appropriate measurement tools, a
  business is unable to truly gauge success,
  focus resources on whats been proven to work,
  adjust plans if they dont work, get a larger
  budget, and engage executives. A lot of
  organizations still do not partake in measuring
  their PR as they believe its too expensive,
  too labor intensive, lack of knowledge,
  lack of standards and methodology, lack of
  demand and that its simply not a core skill.
  So, because of that, below there are seven
  principles to help you with measuring your PR.
• Principle 1 Setting Goals
• The key to understanding what you wish to achieve
  is to have a clear set of goals in place so that
  you are able to measure your performance. Ask
  yourself these five questions
• Who do you want to reach? (Reach)
• What do you want them to see? (Awareness)
• What should they understand? (Comprehension)
• What should they believe and feel? (Attitude)
• What should they do as a result? (Behavioral)
• Principle 2 Three Levels of PR Measurement
• Level 1 Outputs
• This level talks about the contact and response
  level of the target audience. Including
  frequency, visits, prominence, reader contacts,
  tonality, message impact, the share of voice, and
  journalist inquiries. The result of this level is
  finding out what the impact is on media and
  channels.
• Level 2 Outcomes

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Analytics is the application of statistical
approaches that have been used in marketing and
other disciplines for decades. Using
analytics in PR measurement demonstrates the
monetary value earned from media and other
types of communications. Principal 4 Quantity
and Quality, Not AVEs Traditionally, PR
professionals use Advertising Value Equivalents
(AVE) to assign a value to clips. There are
multiple reasons why theyre being used
less and less. Firstly, AVEs cannot capture
the outcome of a PR campaign, as they limit the
PR value in the media. Secondly, they cannot
measure the variety of messages that are
delivered in the media. Thirdly, they
cannot measure the value of keeping a client out
of the media. Fourthly, it does not distinguish
between noteworthy columns and generic areas of
publication. Lastly, it cannot measure social
media in many forms, which becomes a problem in
this day and age where social media is a large
part of publications. Principal 5 Transparency
and Replicability PR measurement should be done
in a manner that is transparent and replicable.
This includes, measuring media by sourcing
the content that is being used as well as
performing analysis methodology. It can also be
done by surveys through qualitative and
quantitative research, and questions. Articles
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