Clare Dowdy has a brilliant article, How to measure the value of public relations, in the FT this morning. “In the extended family of creative communications, public relations has traditionally been the poor relation, struggling on a budget that is just a fraction of that of its wealthy cousins in marketing and advertising. However, in recent years, as the discipline has gained increasing stature within corporations, efforts to measure its effectiveness have become more sophisticated. Nowadays, many PR agencies try to show clients not just how much exposure they get, but whether and how consumer behaviour changes as a result.”
The Value of Public Relations
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Amen, bro. More and more organizations should be focusing on outcomes of their media exposure rather than output (i.e., the number of times their name showed up in lights). Measuring these data need not be expensive–simply asking survey respondents during a regularly-scheduled public opinion poll whether or not they saw a story and how their behavior has changed can provide insight into the types of media an organization should pursue. Money would certainly be spent more effectively.