John Guiniven, associate professor of corporate communication at my alma mater,
James Madison University (JMU) and fellow PRSA member provided some insight into measuring PR recently in PRSA's "Tactics":
- tracking numbers of hits (media impressions) is only one part of any ROI measure of PR
- media hits don't mean much unless the right people are seeing them
- while large numbers of hits can be impressive, they're not an indicator of audience comprehension
- impact and planned outcomes are what matters and not just large quantities of output
- social media is impactful with even a few followers due to the multiplying power of this viral medium
- the "downwind" effect (a story starts in one media outlet and gets picked up by another and then another, etc.) should be thoroughly evaluated to determine patterns and should even be included in the PR planning process
- another important metric to include in PR measurement is how long a story stays in key media
- first impressions matter when they're lasting ones
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