The problem with PR measurement and what needs to change

Measuring outcomes of PR activity and meeting the expectations of clients who want to see value from their expenditure is more important than ever, but according to Mark Westaby, director of Spectrum Consulting, PRs don’t take measurement seriously enough.

Speaking at last week’s PRMoment Analytics event, Westaby said:

“I doubt that people come into PR as an industry and actually think , I’m going to do measurement. If you look at PR degrees, measurement features very low in terms of the actual content. However PR is still the most cost effective in driving ROI no matter how you measure it.”

In Westaby’s opinion, PRs need to learn from from the advertising industry where measurement is a central focus and money is being invested.

Andy West, group chief development officer at Hotwire, believes that PRs are focused on the wrong things and need to change the way they think about measurement.

“PR agencies are too focused on coverage’’ said Westaby, “when clients come to me and say it’s about coverage I ask ‘why? What impact is that going to have on your business? How do the metrics you are using inform your campaign strategy and inform your business strategy?’”

West believes that the conversation is no longer just about measuring coverage but about sales, outcomes, and analytics which will give PRs the framework to develop the right metrics for their campaigns. It’s a familiar refrain – just yesterday the CIPR’s Stephen Waddington was saying much the same thing.

So what needs to change? According to Andy West it’s about educating clients that measurement is not just about coverage books and AVEs:

“PRs need to be bold in setting the right metrics, objectives and business outcomes. Take baby steps and keep it simple, many agencies over complicate things when it comes to measurement. Don’t fall into the trap of output, volumes, or vanity metrics and never accept AVE’s. When it comes to measurement it’s important to use data intelligently – use it to inform the right strategy and ultimately the right tactics. If you use the right metrics it makes your client look good. And it’s these happy clients that become long-term clients.”