Katie Paine weighs in on the shifting landscape of PR measurement
The measurement expert takes the long view of what has changed for PR pros and what to expect in the near future.
Measurement has never been more important for the PR function.
It’s the key to proving value and gaining clout with C-suite leaders. It’s the difference between offering strategic value and just being an order-taker. There’s never been more data available for practitioners to sift for clues about the impact of their messages.
And yet, is measurement still misunderstood?
We dig into what has changed in PR and communications measurement with expert Katie Paine, who will join the PR Daily Leadership Network to offer members exclusive counsel on their measurement efforts.
PR Daily: Do you think “measurement” as a PR term is misunderstood? Why or why not?
Paine: Good question. I think it is more misused than misunderstood.
Most people use “measurement” when really all they are doing is monitoring results. I prefer evaluation, because that implies you are actually analyzing data and finding insights and useful information. I think measurement is feared because it implies the need to “measure up”—and so many women in communications suffer from imposter syndrome and fear that they won’t measure up.
PR Daily: What are the biggest mistakes PR pros make about measurement?
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