August Program Explores Measurement in the Digital Age
Posted on Aug. 11, 2015 / Subscribe 0
Pictured: PRSA President, Marissa Segundo, APR; Shonali Burke, IABC; and President-Elect, Jennifer Dunn
Before developing a strategy for a public relations campaign, you must first ask yourself two questions: What are you are trying to do? Why is it important?
Shonali Burke, president & CEO of Shonali Burke Consulting, Inc., shared this insight and many others with PRSA Tampa Bay members and guests at the Le Meridien Hotel for her presentation on “Smart PR Measurement in the Digital Age.”
Shonali stressed that there is no set formula for PR measurement. You must listen, analyze and then implement and improve. She explained that while there is no exact method, there are ‘Seven Deadly Sins of Bad Measurement’ to avoid. Those include:
- When impressions are the be-all & end-all
- “AVE” & “ROI” – gasp, shudder and barf
- Anyone remember “research?
- Not quantifiable or time bound
- Not focusing on what we’re trying to achieve
- Not using measurement to inform decisions
- Not tying it to business outcomes
She also shared the tip to make sure your objectives are measurable and time bound, and remember that ‘Buzz’ is not a measurable objective.
Save the date:
The next PRSA Tampa Bay luncheon will focus on the Port Tampa Bay Rebranding Campaign at Brio Tuscan Grille on Sept 22.
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