Covid-19 Recession Places Renewed Emphasis on PR Measurement & Evaluation Blog

Economic damage caused by the Covid-19 pandemic increases the importance of PR measurement and evaluation. Signs of Improving PR Measurement. The survey indicates growing appreciation of PR measurement. As our industry recovers, this challenge will intensify obviously.”

Offer strategy to leaders, not measurement datapoints

PR Daily

Dissatisfied with your ability to measure effectiveness and return on investment? Forty-four percent of respondents are dissatisfied with their ability to measure communications’ effectiveness, Ragan’s State of Communications 2020 survey of nearly 800 professionals. Digital measurement leads. Website traffic, including clicks and time spent, is a measuring stick for 60%, and 51% keep an eye on the number of social media followers.

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New industry PR awards announced

Stephen Waddington

Announcing a new PR award scheme because it’s an area in which the industry is undeserved. The PR industry doesn’t do enough to celebrate the excellence it delivers to the clients and organisations it serves. The industry is awash with unsung heros that deserve recognition. To be fair I’ve blatantly nicked his idea for alternative industry awards from Delusions of Brandeur. WTF The worst example of measurement in a PR campaign. industry

Meeting the COVID-19 agency start-ups

Stephen Waddington

Innovation in the PR industry is alive and well. Nine entrepreneurs talk about the agencies they’ve launched during the pandemic. Our industry is responding with a wave of new startups. If you’ve started an agency during the COVID-19 crisis please get in touch. agency

After lockdown: the creative agency market

Stephen Waddington

The agency market is in flux as the economy reinflates. Agencies are facing the following opportunities. What’s your take on the industry and what are other agencies doing? It is also creating opportunities for smart, assertive agencies. agency

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Media Relations Shrinks as a Public Relations Service; Cliff Notes to 3 Industry Reports

Sword and the Script

Studies find media relations isn’t the top PR service anymore; PR weakness on technical skills; execs are key to shaping corporate social positions Several interesting reports on the PR industry were published earlier in 2020 but got lost in the blur that unfolded since.

What lies ahead in 2020? Predictions from 20 industry experts

PR Daily

What’s ahead for storytelling, the ‘trust gap’ and the vexing matter of ROI measurement? For all the hand-wringing that came from Instagram removing public-facing “like” counts on photos in late 2019, I actually hope that this hints at a broader shift away from vanity metrics—which speak mostly to ego—and toward deeper measures of how we connect with our audience. How can we truly move our industries forward with thought-provoking content and discussions?

Class of 2020 UK PR agency entrepreneurs on growth footing

Stephen Waddington

The story of PR agency start-ups in the UK market is an uplifting one of innovation and new business models. The COVID-19 pandemic has spurred a wave of innovation in the PR industry. Many of the companies in this analysis are the agency titans of the coming decade,” added Ingham.

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5 Ways to Measure Agency Operations

Waxing UnLyrical

More than ever, clients demand that PR agencies prove their value. Successful agencies have become very good at telling their stories and quantifying the impact of their work. PR lives in a near-ubiquitous digital landscape where every impression, click, and interaction can be measured. But what about the PR agency itself? What can or should be measured about how the firm delivers its services? After factoring in all costs, how much did your agency earn?

PR industry resilient but COVID-19 leaves significant human cost

Stephen Waddington

It finds an industry getting to grips with structural changes, managing the health impact of COVID-19, and bracing for Brexit. Ingham’s view, informed by the 35,000 members of the PRCA, was that the industry would shrink by as much as a fifth. Industry talent is in a state of upheaval.

A New Era for Measuring Communications Campaigns


We all know it’s important to measure our PR campaigns. However, according to Muck Rack’s 2020 “State of PR Survey,” 64 percent of public relations pros still struggle with quantifiable measurement — a 1 percent improvement from last year’s findings. Surprisingly, MuckRack’s report revealed that more pros reported measurement as a challenge than COVID-19-related issues including losing clients/revenue or placing coverage during this news cycle.

5 Reasons PR Agency Relationships Fail

ImPRessions - Crenshaw Communications

Nobody enters into a PR agency partnership thinking it will fail, just like no one gets married thinking they may one day divorce. But when client-agency partnerships end prematurely, there are often avoidable factors involved. Here are some of the key reasons for the early demise of an agency-client relationship. Why do some agency relationships fail? This is probably the single biggest reason why PR agency relationships go wrong. The agency model.

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Why influencer agencies must be more than talent agents

PR Daily

As the industry grapples with how to best deliver influencer content for brand managers, one agency leader argues that PR pros should be essential partners beyond brokering deals. When we first launched Sway Group , we structured it like a talent agency. The talent agency model simply isn’t ideal for full-scale production of highly successful influencer marketing campaigns. In the talent agency world, agents are looking to find work for the client they represent.

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How a PR Pro changed the measurement landscape

PR Daily

A revelation about the importance of proving the value of PR led the author to create several businesses—and eventually reshape the way the industry approached metrics and analytics. Improve relationships with industry analysts. quoted any of our key industry analysts. I presented the results to our PR agency as well as my boss. Within a week I’d put together a business plan for a company built around measurement. How We Did It Measurement PR

Impact Culture to Impact Sales: A Q&A with the Martin Agency’s Jaclyn Ruelle


We recently sat down with Jaclyn Ruelle of The Martin Agency to learn more about Martin’s Cultural Impact Lab and to understand brand influence on culture today. . We launched the Cultural Impact Lab at the Martin Agency in March, 2019. And measuring it is not easy.

How PR Agencies Set Budgets And Billing

ImPRessions - Crenshaw Communications

For any brand or business looking to bring on a PR agency , the cost of a quality public relations program is a key factor in the decision. And for the uninitiated, the different methods agencies have for budgeting and billing can be opaque, making it difficult to get an apples-to-apples comparison when reviewing firms. Yet we’re sometimes reluctant to talk about how agencies set their budgets. When might agencies charge more? How do agencies set rates?

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Communications Careers: Measuring Progress in Steps Through Peaks & Valleys

PR Expanded

I recently read an inspirational tweet about progress being measured in steps. This is important because the measure of achievement is not about becoming a CEO, it’s about feeling that you’ve got to where you wanted and fulfilled your potential. CommunicationsMatch is a search tool that helps companies find communications agencies and consultants by industry and communications expertise, location and size.

Media measurement partnerships: a roadmap for PR agencies and clients

Media Bullseye

One of the primary stumbling blocks for setting up measurement programs is that because they are both highly individualized (dependent upon individual business goals) and produce valuable data (much of which could be considered proprietary and confidential), there aren’t as many easy examples to point to and say, “there—that’s what we need to be doing.”. Yet, one of the best ways to demonstrate to clients how measurement can help them is to point to case studies and concrete examples.

Big Changes Ahead in the PR Industry

The Proactive Report

If you’re studying PR, or you’re working in the industry, the recent study from USC Annenberg should be by your bedside. The report covers the disruption of the PR industry, what’s changing, what talent is needed in the new model of PR, and where the industry is headed. Here’s the Cliff Notes version: PR Agency Forecast. They’ll be expected to deliver more: more strategy, more content, more channels, more creativity and more measurement.

How the PR industry has changed in the past 25 years

PR Daily

From starting out working the reception desk to cultivating his own global communications agency, Philip A. Nardone: I started as a receptionist at a PR firm, and while I always knew I wanted to start my own agency, I never imagined it would grow to the scale we’ve accomplished 25 years later as a mid-sized independent firm. We started out strictly as a PR agency offering media relations to our clients, because that’s all anyone really needed back then.

PR Measurement: A Pulse Check on How Communicators Show Value

Sword and the Script

I once worked with an agency team that had placed a client in the Wall Street Journal. Six months later the client’s client – a large bank that no longer exists due to industry consolidation – cited that article as a significant influence on their decision to buy their enterprise software. Those questions were aimed at finding answers to these questions: Are PR pros trying to measure the effects of their work? Is PR satisfied with their ability to measure effects?

Big Changes Ahead for the PR Industry

The Proactive Report

If you’re studying PR, or you’re working in the industry, the recent study from USC Annenberg should be by your bedside. The report covers the disruption of the PR industry, what’s changing, what talent is needed in the new model of PR, and where the industry is headed. Here’s the Cliff Notes version: PR Agency Forecast. They’ll be expected to deliver more: more strategy, more content, more channels, more creativity and more measurement.

Storytelling, PR, and Measurement

Waxing UnLyrical

The public relations industry, maybe above all other industries, loves its buzzwords. Take for example the first sentence from this PRWeek article by David Blecken, February 9, 2015 (ya, going on two years old now), where he quotes Lou Hoffman of The Hoffman Agency. ” ‘Storytelling,’ like many industry buzzwords, is a term that has virtually lost all meaning due to overuse and inappropriate application.” Start off by only measuring what matters.

20 PR Measurements Beyond Impressions & AVEs for Sales Value


As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. If you still secretly dread questions about how to measure PR or if you feel in over your head at times, don’t lose hope. PR measurement is not only a science — it’s an art.

Making the case for small and mid-size PR agencies

PR Daily

Of all trends that cross American sub-cultures, industries, and media, nothing is winning like minimalism. In the industrial era, economies of scale were everything, and Americans supersized their companies, subordinating individuals to the machinery of industry and government. Perhaps the flight to startups, craft brands and smaller agencies was a reaction to the era of dehumanization and disengagement, which, Gallup surveys assure us , continues today.

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Growing out of lockdown: how to scale an agency

Stephen Waddington

COVID-19 is an opportunity for assertive agencies to scale and grow. As we kick off the new quarter and lockdown lifts, agency bosses are planning for the remainder of the year and looking to 2021. Agencies that have had a measure of luck, combined with good management have weathered the crisis and are in a good position to scale and grow. Independent agencies that specialise in sectors hit by COVID-19 have had the toughest time. agency COVID19

Overcoming Common PR Measurement Barriers [Webinar]

Media Bullseye

PR measurement adoption is becoming more widespread throughout the communications industry. Professionals emphasize the importance of measuring PR work to show its value. Although PR measurement adoption is becoming more common, many professionals still encounter problems that prevent them from effectively tracking the success of communications programs. Conferences / Events Measurement Public Relations Feature

Can You Measure PR?


Even so, measuring PR is hardly an exact science. Some are better than others, but this topic is easily the most emotionally charged discussion within the PR industry. Perhaps the biggest change the Barcelona Principles wrought on the PR industry is the rejection of Advertising Value Equivalents (AVE), a concrete statement that PR is not advertising; a news story is not an ad. The post Can You Measure PR? 5WPR News 5wpr agency pr strategy Public Relations strategy

How to Best Measure Your PR Success

Shift Communications

PR teams have long deplored the challenges of how to best measure your PR success and effectively report program results. Yes, it can be difficult to understand how to justify your team’s hard work to management, or to measure PR’s contribution to the bottom line. Traditional agencies will pull together a coverage report – or, for the old-school PR folks out there, a clip book – and count up their hits. But, don’t forget about measuring the quality of coverage.

How To Measure PR Outcomes: A Practical Guide

ImPRessions - Crenshaw Communications

That was how we measured the PR team’s performance – by counting the publicity clips our work generated. Fast-forward a couple of decades, and the PR industry has grown far larger and more sophisticated. At my agency, we generate a great deal of earned media for clients, and even after all these years, it still feels like magic when a great story hits. And how to measure the other activities that a PR group delivers? So, how should we measure PR outcomes?

3 tips for establishing a strong client/agency partnership

PR Daily

Here’s how you can make sure you get the most from your agency partners. “We We don’t think of you as our PR agency, you’re part of our team.”. A truly symbiotic partnership between an agency and client is hard to come by, and typically doesn’t happen overnight. When a great client/agency partnership hits its stride, whether that’s two months into the relationship or two years, the results are magic.

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The Scale of Change in the PR Industry

The Proactive Report

If you’re studying PR, or you’re working in the industry, the recent study from USC Annenberg should be by your bedside. The report covers the disruption of the PR industry, what’s changing, what talent is needed in the new model of PR, and where the industry is headed. Here’s the Cliff Notes version: PR Agency Forecast. They’ll be expected to deliver more: more strategy, more content, more channels, more creativity and more measurement.

Report: Measuring PR’s value remains communicators’ top challenge

PR Daily

Muck Rack’s “The State of PR 2019” report revealed that measurement remains PR pros’ biggest challenge with 72% saying they struggle to measure the business impact their efforts produce and 65% saying they lack quantifiable metrics for their campaigns. Along with measurement, nearly two-thirds of PR pros (61%) grapple with finding and engaging relevant journalists, and the same amount feel pressured by shrinking budgets.

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In praise of the CIPR and PRCA leading PR industry in COVID-19 crisis response

Stephen Waddington

Our professional body and trade association have been at the forefront of supporting the PR industry during COVID-19. The CIPR and PRCA have done an exceptional job in leading the industry in its response to the COVID-19 crisis. They’ve been tracking the impact of COVID-19 on the industry, providing tools and support for members, and lobbying government for intervention. They continue to lobby for measures for those operating as limited companies. industry

Deloitte closes UK offices in remote work shift, AMC Theaters highlight safety, and 31% of PR agencies see social media as top revenue driver

PR Daily

Instead, organizations across industries are adopting more flexible work arrangements and integrating them immediately. MEASURED THOUGHTS. You’ll learn from PR, social media, marketing and internal communications experts about the top trends and what’s on the horizon for the industry.

5 Steps to Make Your PR Measurement More Impressive Than Just Impressions


The most effective PR pros agree measurement is more than impressions, and yet clients and leadership keep requesting those numbers anyway. How can we show stakeholders that taking PR measurement beyond impressions helps us better celebrate success — while also providing greater insight into what we can improve? We’re spread across three cities and work in different industries: nonprofit, health care, and food and beverage. Celebrate your measurements.

5 media relations tips for your next industry conference

PR Daily

Industry events are great opportunities for education, networking and inspiration. However, they also present a lesser-known benefit—the chance to meet journalists who are key to your industry and to pitch your organization for coverage. In case you’re new to media outreach, industry events are the perfect occasion to get your feet wet. For most industry events, journalists register as such, and coordinators keep a running log. MMI Agency.

How I Started One of the Top B2B Agencies

B2B PR Sense

I’ve been around the public relations industry enough for it to seep deeply into my bones. Over 20 years ago I built my company, Marx Communications, which now rates as one of the top B2B agencies in the industry. Recently, I opened up in an interview with Native Society about my personal experience in the public relations industry -- as well as some of the tenets that my company was founded on. The focus of my agency has always been B2B public relations.

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Inside Innovation: Smoking Gun PR’s innovative approach to PR measurement

The Resolution Blog

The award winners are all leading the way in modern PR measurement but when we saw that Smoking Gun PR from Manchester, UK won two awards we had to get in touch and find out their secrets. Google Trends insights showed low brand awareness Agreeing specific business objectives with our client was key to run a successful campaign and measuring it effectively. How did you measure the effectiveness of the campaign? As an industry, how can we continue to improve PR measurement?

Tracing the measurement origins of PESO

PR Conversations

As Vice President of digital research at Fleishman Hillard, on 12 May 2010, he referred to a PESO model as a metrics matrix that the agency used. I used to follow Don’s blog, MetricsMan as he was one of the leading figures discussing measurement and evaluation at this time (along with Katie Delahaye Paine ). Coming full circle, in April, Gini posted PR Metrics: What to Measure in a PESO Model Program setting out metrics for each of the PESO categories from a PR perspective.