Posts Tagged PR measurement

Part and Parcel of the Firm Voice

An article that appeared in The Firm Voice today states that PR may be more insulated from the recession and economic malaise than many other businesses.  It goes on to quote CMOs including long-time client Tideway‘s CMO Kelly Wenzel to back up the point and highlight areas within the PR mix that CMOs are spending their budgets on.

Kelly mentions that even though she’s had to cut the monthly retainer, she is able to supplement it with a project budget to make up for the fewer in-house resources she now has.  Our experience with Tideway has told us that this approach works well if the client and agency take a partnership approach to resourcing, results and remuneration.

Paul King, CEO of Herculese Networks points out that savvy PR agencies that take the time to get ahead of the measurement curve now will be a prime position now and post recession.

Applying science to PR measurement doesn’t work.  We all know this.  Companies and their PR partners need to get around the table regularly to assess the actual outcomes of the PR results (mainly visibility in influential media both social and traditional).  And as part of any customer advisory board a company has put together, measuring the marketing (PR in this instance) output/outcome should be discussed and verified.  This brings measurement down to planet eath.

And is social media the saving grace for PR budgets?  If you visit our site, March Communications, you will see that we do not list “social media relations” on our list of services. Instead, we incorporate social media principles and tools into our client’s campaigns, at both a strategic and tactical level. That way, social media becomes part of what we do for every client, on every campaign.  So, its not only the saving grace, it’s the ticket to PR today.  It’s just part and parcel of PR, so measuring it should involve the same process mentioned above.

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