Comments on: If you’re going to measure, you have to get real and face the music

By: Rebecca Denison

Rebecca Denison — Sun, 07 Feb 2010 05:36:44 +0000

I very much agree with you! It is just as important to understand business goals and to measure how your work impacts those goals. And measurement will never be a one-size-fits-all thing, and it's important to know that as well. It takes time to understand how best to measure different programs, and each program should have its own uniquely planned measurement plan.

Thanks for the great comment!!

By: JGoldsborough

JGoldsborough — Sat, 06 Feb 2010 18:44:43 +0000

First off, nice Othello reference . Well played.

Second, glad to see measurement being discussed on #prbc. Think there is a lot we can all learn from each other. I agree with Mike that client/campaign communication goals are important to understand and there is no one-size-fits-all measurement strategy.

In addition, I realized the other day that I've never seen overall business goals (e.g. 2010 business goals) for some of our clients and I think that's a problem. Here's why.

Part of our job as PR pros should be to help our clients positively impact business goals and be able to show that impact up the leadership chain. If we don't know the overall business goals — you know, the ones the senior executives look at on a dashboard every day — then we're not seeing the whole picture.

Rebecca, you make a very good point about taking time to analyze the data on the back end after measuring. I think we also need to be taking the time on the front end to research what goals our strategies should be aligned with.

@jgoldsborough

By: Most Tweeted Articles by Public Relations Experts: MrTweet

Most Tweeted Articles by Public Relations Experts: MrTweet — Thu, 04 Feb 2010 11:40:05 +0000

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By: Rebecca Denison

Rebecca Denison — Thu, 04 Feb 2010 03:36:06 +0000

I'm so glad you found me and could come comment! You so right about the learning curve and the overwhelming-ness. It's good to know that going into it so that you can as be prepared as possible.

By: Rebecca Denison

Rebecca Denison — Thu, 04 Feb 2010 03:35:19 +0000

I would absolutely LOVE that!

By: Michelle Hillaert

Michelle Hillaert — Thu, 04 Feb 2010 01:19:04 +0000

Thanks for posting such a great article, Rebecca Being prepared for learning curves is a definite must, because the thought of diving into something like PR measurment, which is so vast in the scope of what it covers, can be fairly overwhelming.

By: ToKissTheCook

ToKissTheCook — Wed, 03 Feb 2010 22:23:06 +0000

GREAT article! This reads like a great Friday5…I'd love to look at the content calendar to see if we can have you contribute a similar piece for our weekly global group email.

By: Rebecca Denison

Rebecca Denison — Wed, 03 Feb 2010 22:19:35 +0000

Thank you for your comment! I'm so glad to hear you're a measurement fan as well.

By: Rebecca Denison

Rebecca Denison — Wed, 03 Feb 2010 22:18:49 +0000

You are absolutely right about keeping your goals in mind, and that is something I should include! You need to make sure you're measuring real progress and not just for the sake of measurement.

By: Colleen Campbell

Colleen Campbell — Wed, 03 Feb 2010 19:09:30 +0000

Great post, Rebecca!
I absolutely 100% agree with you that you must take the “good with the bad” when it comes to measurement. Only looking at the positive and focusing on output metrics as opposed to outcomes will only hurt campaigns and ultimately a client relationship. I agree that more time should be devoted to analysis to understand the overall campaign effectiveness and provide counsel to adjust accordingly. Your tips are awesome!