After Metrica's exciting news last week regarding our acquisition by Durrants, it’s back to business as usual on the blog.  So, on with our introductory post from Metrica Insights...  

With solid PR objectives sorted, the next thing to think about is how they will be measured.  Do you need to do pre and post research?  Do you need to feed into a marketing mix model that the advertisers are running?  Do you need to measure your media output? A wise man once said, “not everything that counts can be counted, and not everything that can be counted counts.”  One of the biggest barriers to doing the right measurement is often cited as money.  Gravitating towards the quick ROI win helps.  Piggy back on the advertising department’s econometric model.  Add an evaluation question to your newshook research.

A worrying 12% of respondents don’t measure the results of PR.  It brings to mind a couple of business maxims that still ring true: what gets measured is what gets done; you can’t manage what you don’t measure.  Clichéd, yes, but oh so true.

So how are people using measurement? Overall, the trend shows the growing importance of media evaluation.  Which is great.   

What looks worrying however is the decreased use of PR measurement for planning since we last asked in 2006.  Only when measurement is used for tactical readjustments as well as strategic planning and refinement does it truly show its value.

For the first time we also asked if measurement is used to track and respond to social media.  68% said yes.  Now, I don’t know about you but I can only imagine this increasing overtime.  Tracking effectively is the first step.  Chris Brogan, an internet sensation known for his sagely advice says, “grow bigger ears”.  Listen first and listen hard (or get your media measurement agency to do it for you).  Then you can decide what action to take.

PR measurement can wear many hats.  It can be a benchmarking or campaign measurement tool, it can be used for audience targeting and media planning, it can justify additional PR budget and resources and it can be used for agency or staff performance.  Ideally measurement should serve all these purposes, and more; the list’s by no means exhaustive.  By increasing the uses you put your measurement to, you increase the value you get from it.

Before we say goodbye, here are some practical tips to take away right this minute:

• Check your objectives match those of the organisation, are measurable and have timeframes
• Ask around your organisation about existing marketing mix modelling / econometrics and market research.  If it's happening, get involved.
• Have a good think about how measurement is currently being used.  Have you got an actionable tool that helps you tweak tactics, set strategies and communicate your success to the business?  Or do you just flick through your lengthy report and contemplate its usefulness as a doorstop? Make your measurement work hard for its money.

Speaking of money, our next instalment is all about money.  Everybody loves a £ / $ / € sign.  We’ll be looking at how much people spend on measurement.  Is there a right amount?  How have other PRO’s budgets been affected this year?  What’s the outlook for 2010?  Until then…