Much as we may shy away from math and stats, the time has come to learn how to use data to show results.
“Without standardization of measurement practices in the PR industry, Public Relations professionals won’t know how to quantify a campaign’s impact. As competition increases and budgets face greater scrutiny, the ability to accurately assess a campaign’s effects and communicate PR’s value in achieving the organization’s goals is paramount.” George Washington University Masters in PR Program.
While the guidelines outlined by recognized authorities provides a general structure for identifying WHAT to measure, the industry has yet to establish a clear standard for HOW we interpret and quantify these measurements to determine effect and ROI. One theme has become clear, however: measurement is getting more refined, and audience engagement and response carries the most weight.