Public relations pros often struggle to demonstrate their value to outside executives and clients.
Most executives don’t fully understand PR, and many view it as “soft” or not crucial to their business. That isn’t entirely their fault.
Before the internet, it was very difficult to measure and report on PR’s effectiveness. A lot has changed since then. Here are two ways to overcome the biggest obstacles to measuring PR:
1. Stop measuring the wrong things.
Many PR pros know how to measure their activity, but they aren’t necessarily measuring the value of their efforts. A “standard” PR report might include the following:
Measuring those items shows you’ve been busy, but it fails to establish whether you’re closer to reaching your business goals. If you want executives to understand why PR is important, you must measure objectives and performance.
Assess your PR based on the following metrics: