How do you know if your communications campaign has been successful? The abundance of data creates a dizzying array of options for today's public relations professional. We asked Katie Delahaye Paine, a recognized pioneer in measurement (also known as the Measurement Queen), for her best tips on how to show real impact. Here's what she shared.
Why has big data and measurement become so important in public relations?
Because the budgets for PR have grown, the notion that PR has to account for its spending is now a high priority, especially for public companies that need to comply with Sarbanes Oxley rules. In addition, all the various corporate scandals have made boards far more aware of the role that PR plays in maintaining corporate reputation. As a result, boards and senior management are all demanding accountability from Corporate Communications, and specifically their PR agencies.
What are your best tips for measuring PR impact?
Who gave you the nickname of “Measurement Queen”?
It was at South by Southwest. Beth Kanter set up a panel called “the nonprofit ROI poetry slam.” We were all supposed to come in costume but I was coming from another conference and hadn't packed one. However, a friend had just given me a tiara and Beth gave us all measuring tapes to commemorate the event. I wove the measuring tape into the tiara and wore that. The next day there was an “all hat no cattle party” that Richard Binhammer from Dell was throwing. I wore my tiara and it was either Richard Binhammer or Scott Monty that introduced me as “the Measurement Queen.”
By Nicole Clifford