In the past 10 years, public relations professionals have discovered that when it comes to measuring public relations strategy and tactics, volume metrics alone don’t tell the full story. The problem with relying solely on volume metrics is that they don’t tell you whether your program is delivering the right message, bringing the right kind of audience or compelling anyone to action. Fast forward to the arrival of social networks, and it’s suddenly possible to measure whether people have seen your content or shared it with others. Today’s measurement tools make it possible to track every click a communications program inspires, and helps determine the source of the traffic, its context and sometimes, even the point of interest within a piece of content.
In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we take a closer look at how public relations professionals are using measurement tools to make better business decisions, eliminate spam from skewing the results, add value that clients can see and establish industry standards. We also look at how speaking measurement as a second language and understanding what measurement terms mean can increase the validity of your analysis.