PR measurement in practice: The PR Professionals Guide to Measurement
Common principles for PR measurement and evaluation can now be found online in the PR Professionals Guide to Measurement. It features case studies and best practice on PR measurement. The guide, launched on the 5th European Summit on Measurement, was developed by the AMEC, the International Communications Consultancy Organization (ICCO) and the Public Relations Consultants Association (PRCA).
Offering common principles rather than one particular method
Whereas international industry associations and organizations actively foster standardization by setting new frameworks and metric catalogues, the guide offers a different approach. The PR Professionals Guide to Measurement is focused on offering common principles rather than one particular method of measurement. It includes 12 chapters with useful advice of a practical, how-to nature and reports. The main focuses thereby are for example the social media measurement, a step-by-step-approach to pr measurement and the client view of what measurement looks like.
The chapters were written by international PR experts, e.g. from Europe, North America and South Africa.
“Our aim is to encourage more PR professionals to regard PR measurement as an everyday part of what they do”, said the editors. “The guide is an everyday reference source for PR professionals to demonstrate the value and importance of measurement.” In fact, the guide provides measurement tips and a ten point evaluation checklist for the evaluation of media communication. A glossary contains the most important terms.
Online guide in practice
In order to integrate the online measurement guide into everyday practice, more online-based tools should be integrated. There is no search funktion or index that gives a quick overview about the location of core topics. Most of the tips are difficult to recognize because there are buried in text. Links to further information were also helpful. The authors say they plan to update the guide in the future.
The online version of the PR Professionals Guide to Measurement is available under prguidetomeasurement.org. The website is also optimized for tablet PCs and smartphones.
You can find a printed version here. A download of separate chapters is also available at prguidetomeasurement.org.
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