Communications professionals like Katie Delahaye Paine and Gini Dietrich have been arguing for cease and desist of AVEs and similar improper measures for a while now and it actually did bring out some results with AMEC leading the way in call for abolition of AVEs. Still, despite visible progress, some practitioners still can’t resist the lure of easily providing PR reports. Despite those not providing real value to the organization.
💡 Read Digital PR Explained: Best Strategies and Tools
There’s a common misconception about proper PR measurement being too expensive or needing a team of dedicated math wizards. While it is true, that a quarter of each dollar spent for PR should be invested in measurement, it’s an investment paying itself off. Especially so when proper results save you from the budget cuts.
Check out some ideas on how to show communications impact to organization instead of just outputs.
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