Measurement is a hot topic in the public relations industry.
Often, it can be hard to see if a message has been truly disseminated, absorbed or actioned. However, there are steps you can take to improve your measurement process..
Organizations such as Association for Measurement and Evaluation of Communication (AMEC), Public Relations and Communications Association (PRCA) and Chartered Institute of Public Relations (CIPR) all have different methodologies, guides and ideas for measurement.
Here are seven tips to consider:
1. Ensure your measurement process suits what you do.
Every client is different. Every agency is different. Everyone’s measurement process is going to differ slightly, too.
You must find a process that fits your communications activities, clients and outcomes. A great place to start is the AMEC framework, which will ensure that you have a consistent approach to measurement allowing you to plan and measure in an appropriate manner.
Check out its interactive tool here.
2. Quantity will not make up for quality.