Measuring PR – Don’t hit me with your yardstick
by Duncan Hopwood | 8th December, 2011
Checking in at #measurepr this week, and it occurs to me that one of our New Year’s Resolutions here at hopwood PR must be to get our heads round the tricky business of measurement.
There are some massive challenges here:
1. All our clients are different so there’s no obvious one-size-fits-all way to measure results – have a look at our case studies and you’ll see we’re results oriented but that our projects have hugely varied outcomes
2. Clients’ priorities (and their people) change over time (but they might not tell you) so it’s easy to find yourself measuring the wrong thing
3. Assuming clients’ media profile matters to them, how do you evaluate that profile in a rapidly-evolving new media world?
