10 tips for putting measurement into action

Setting viable metrics starts with the formation of your PR program. Consider your goals, campaign scope, and audience. And be sure your tools and benchmarks match up with these other elements.

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Measurement week run Sept. 15-19. (The full calendar of events can be found here.) In honor of the occasion, here are some tips to jump-start your measurement program.

1. Get it right from the start

Build measurement into your PR program right from the start. Measurement should be part of the planning process, not an afterthought. Don’t wait until your PR campaign is over to think about measurement; by then it will be too late to track all your achievements.

Look at each program tactic and plan how you will measure the results. If there is no way to measure it, change the tactic and build in a measureable component-such as a call to action to visit a website, watch a product demo, download content or enter a contest.

2. Set the objectives

Proper measurement starts with clear objectives. Know the organization’s overall goals, and translate them into measureable PR objectives. Organization objectives might include increasing sales, increasing donations, improving productivity, or reducing employee turnover.

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