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Monthly Newsletter: The MVPR Spectrum
Measuring PR Value
Oct 11 2004
Welcome to the MVPR Spectrum, an electronic newsletter published by Mt. Vernon PR & Communications. MVPR Spectrum features topics of interest to PR, marketing, and communications professionals and others in corporate and association management.
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In this issue:
-- Measuring PR Value
I trust you will find this topic of interest, given that we’re all constantly having to justify our efforts. Contact me at rdesmone@mtvernonpr.com and let me know what works for you!
Best Regards,
Rosanne Desmone
Principal, Mt. Vernon PR & Communications
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MVPR Spectrum
Volume 2, Number 4
September/October 2004
The MVPR Spectrum is published by Mt. Vernon PR & Communications to provide our friends and clients with information on public relations and communications topics that we trust will be useful and/or interesting.
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Measuring PR Value
In today’s business environment, PR practitioners feel the pressure to prove the value of their efforts in order to survive. Gone are the days when passing around clips would do it. Today it takes a PR program that is strategic, that gets your key messages out to your target audiences, and that meets the goals set in your PR plan. And, even if you do a bang-up job, you still have to prove that your PR efforts translate to your organization’s bottom line. If you can’t do this, your PR program could be kaput. In fact, as any number of us can attest, a company in trouble usually starts trimming right at the PR and marketing level. (But that’s another story.)
I did all my research and sat down to tackle the topic of PR value and measurement, but I realized that the topic was too complicated to deal with in one newsletter. I decided, therefore, to try something different and share with you some of the research I found most useful and let you decide the best way to convince the Board they can’t live without PR’s contribution.
I do have a few words on the subject, however. Regardless of what method you use to determine PR value, the best way to be taken seriously is to do the following:
a) Determine your methodology and write it down in detail
b) Share the written version with the Board, management, and anyone else who will see the valuation document
c) Err on the conservative side in order to be taken seriously
If you find similar articles that you’d like to share, let me know and I will share them in another edition of the newsletter.
1. The Ad Value of PR
PR has long struggled to show its value, but what’s the best way?
http://www.masscom.com.au/Downloads/AdValue(A4).pdf
2. What does it cost? Valuing PR Services.
Why there will never be a way to define absolute value for PR services
http://www.online-pr.com/Holding/Whatdoesitcost-article.pdf
3. Proving and Improving the Value of Public Relations
As new approaches and more powerful technologies become available, one’s ability to properly assess and accurately forecast marketing performance has never been greater. It is in this new environment that the line is being drawn through management’s use of two words – prove it – and soon you may have no other choice but to do so.
http://www.delahaye.com/CTAM111703.pdf
4. Guidelines for Measuring the Effectiveness of PR Programs and Activities
PR evaluation determines the value or importance of a PR program or effort, usually through appraisal or comparison with a predetermined set of organization goals and objectives. PR evaluation is somewhat more subjective in nature, or softer, than PR measurement, involving a greater amount of interpretation and judgment calls.
http://www.delahaye.com/GuidelinesIPR.pdf
5. PR Measurement
This white paper discusses the use of AVE (Ad Value Equivalency) as a valid PR measurement and looks at other measurement options. Some case studies also are provided.
http://www.prfirms.org/docs/pr_measurement2002.pdf
6. Public Relations Measurement: The Heat is On to Deliver ROI
It is not an overstatement to say that accountability is the key issue facing the public relations industry today. Measurement of public relations value has never been more important. For public relations departments, the ability to prove value and return on PR investment may be the difference between getting budget approval or not.
http://www.gcigroup.com/docs/gciqs/Measurement.pdf
7. The Future of PR: Measurement & Evaluation in the New Millennium
How to set specific goals for your PR campaign and calculate your precise ROI
http://www.entrepreneur.com/article/0,4621,306669,00.html
8. How do you measure Public Relations?
The overwhelming conclusion on PR measurement from this March 2004 survey sample is that there continues to be little or no consensus around the best way to measure a PR campaign.
http://www.natterjackpr.com/stories/2004/03/02/prOpinionsSurveyMarch2004HowToYouMeasurePr.html
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Mt. Vernon PR & Communications (MVPR) provides a full range of public relations and marketing communications services to companies and associations on the move, in a hurry, and determined to stay on top. We specialize in creating and enhancing your visibility and credibility in the marketplace, using your unique capabilities and expertise as the building blocks. For more information about Mt. Vernon PR & Communications, please visit our web site at www.mtvernonpr.com
Check out the MVPR resources page and link to some of the Web sites we have found helpful. While you are there, you can view our Crisis Communications white paper and sign up for our white paper alert service (http://www.mtvernonpr.com/resources_wp.asp). If there are topics you'd be interested in seeing here, please contact us at info@mtvernonpr.com and give us your suggestions.
Previous issues of MVPR Spectrum are available here: http://www.mtvernonpr.com/newsletter.asp
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