The most challenging thing Mark and I deal with on a day-to-day is measurements: metrics, numbers, penetration, impact, and influence. Whenever I look at the sort of numbers that advertising and marketing offer I am generally amazed. Every day we’re learning more and more on how to convey our constant success to the client without setting off our bullshit alarm. Katie Paine offers some great information in this regard in her post PR might be better at measurement than marketing. Via KDPaine’s PR Measurement Blog:
For years, PR has been considered much less measurable than marketing, but now it seems that the tides have turned. I have PR clients that can absolutely tell you the impact that THEIR efforts have on consumer behavior. Facebook can track specific PR initiatives to increased user signups — their most recent sponsorship of the pre-NH primary debate resulted in 1,000,000 sign ups. Similarly, the ASPCA knows exactly which type of news generates the most new members and on-line donations. Never mind the work that Procter & Gamble has done to tie its PR efforts to increased sales.
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