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.
The topic of measurement is an ongoing debate within the industry and academia, and is a key theme within GW’s Strategic Public Relations master’s program curriculum. 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.
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<p style="clear:both;margin-bottom:20px;"><a href="https://gspm.online.gwu.edu/blog/measuring-online-pr-effectiveness/" rel="noreferrer" target="_blank"><img src="https://s3.amazonaws.com/utep-uploads/wp-content/uploads/sparkle-box/2017/12/07141752/Measuring_Online_PR_Effectiveness.jpg" alt="" style="max-width:100%;" /></a></p><p style="clear:both;margin-bottom:20px;"><a href="https://gspm.online.gwu.edu" rel="noreferrer" target="_blank">The George Washington University </a></p>