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In political campaigns, setting goals is a straightforward matter, says Murali, global digital chief of staff at Hill+Knowlton Strategies.
Winning an election is all that matters, and you measure communications strategies according to whether they drive that goal, says Murali, who worked on political digital analytics for a decade. (Yes, he goes by only one name.)
But PR goals—and therefore measurement—can be murkier. They shouldn’t be, Murali says in “How to prove the value of PR to your company: It’s all about measurement.”
Murali lays out tips for identifying communications goals, proving the value of your work, digging out insights from benchmark data, and measuring success. Here are some tips:
1. Measurement must speak to the top dog.