I recently spoke at the Legal Marketing Association’s National Conference in Las Vegas on the topic of PR measurement. Based on the interest in the program it’s apparent that PR measurement is finally a relevant topic.
I have been tooting the PR measurement horn for about a decade and I’m thrilled to see that the PR industry is almost fully on board with it. I’m even more thrilled that the legal marketing industry, which tends to be slower at adapting to PR trends, is getting on board.
One of the main points that I and my fellow panelists tried to make during our discussion is that you may have a gold star PR program that is producing amazing results, but if you don’t know how to present those results in a way that matters to your audience, it doesn’t matter how great the results.
The best way to ensure the data you want to communicate is communicated effectively is to know as much as possible about who you’re presenting the data to.
- What do they care about?
- Do they respond better to visuals or words?
- Do they have background knowledge about PR?
- How does the data personally/professionally affect them?
Once you have a clear picture of who your audience is, design your measurement report for him or her.
Effective measurement reports should:
- Capture achievements
- Provide actionable insights
- Be visually simple
- Show cause and effect
- Provide ROI
- Defend budget/spend
Here are a few examples:
Graphs work best when a data comparison over time is relevant
Some audiences respond better to listed facts at a specific point in time
There’s always that person who loves a good Excel spreadsheet (you know who you are)
Pie charts tend to work well for folks who respond best to visuals to tell the story
However you decide to share your PR accomplishments, ensure you know who you’re presenting to first to set yourself up for success.
Jessica Sharp is Principal of Maven Communications. Follow her on Twitter @jessicagsharp.
Tags: measurement dashboard, PR campaign measurement, PR measurement
This post was written by Jessica Sharp