Why are so many agency and in-house PR pros completely baffled by measurement?
According to Muck Rack’s State of PR 2019 report, measurement remains PR pros’ biggest challenge, with 72% of respondents struggling to measure the business impact of campaigns and 65% saying they lack quantifiable metrics to measure.
Measurement guru David Rockland, who led the development of the Barcelona Principles, says the measurement industry didn’t do itself any favors by selling itself as a way for PR pros to prove their worth to clients and for clients, in turn, to prove their worth within organizations.
Because of that, people began to associate measurement with a CYA reason to exist. Sure, it’s great to see how we did, but it’s better to know what we’re going to do next and how we’re going get better at what we do. It’s a shift in mindset, he emphasized.