I recently got back from China where I witnessed the amazing phenomena that is a total solar eclipse. Truly amazing. The breathtaking phase of the eclipse when the moon completely blocks the light from the sun is called totality. Pondering on this (in true PR measurement geekdom), I got thinking about how important the totality of marketing is. As evaluators we need to look at all marketing efforts from the eyes of the consumer. PR is often left out of integrated marketing analysis. Something that we at Metrica are working hard to overcome by working with econometric experts to model the PR effect into the mix. Now it seems some in the industry want to evaluate social media separately from traditional channels. How many more silos do we need? Let’s get integrated! Things to think about are:
- How does your company report on marketing as a whole?
- Is there any integrated marketing evaluation?
- If there isn’t, suggest it.
- If there is and PR isn’t included, change it.
Right now is the time to act, as boardrooms increasingly recognize the link between communications, reputation and business success. PR must be fully integrated and represented in marketing evaluation. Not least to make sure that PROs are getting all the credit they deserve.
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