When it comes to technology related to PR, there are two key components to achieving success in this new world order: technological investment and human capital.
The problems tend to arise when PR pros lose sight of the human component and only focus on the shiny, new tools in the PRTech ecosystem.
Technological innovation is powerful, but all the technology in the world won’t replace the human brain. PR still needs critical thinking and deductive reasoning to figure out the story in the data that technology provides.
Getting the most out of PR measurement technology is no exception to this rule. The technology can be helpful in automating activities that pull you away from relationship building and strategic planning, so why do many in PR shy away from shining the PR measurement spotlight on their efforts?
The fear of not measuring up is real, but following these three steps after planning and execution will spur a continuous cycle of optimized PR guaranteed to make you look like the rock star you are.
1. Measure: Measurement lets you know whether you are meeting your goals.
2. Evaluate: Evaluation signals what tactics to continue using, which actions to add and where to make strategic cuts.