Tuesday, March 10, 2009

A Must-Have Measurement Checklist by KD Paine

KD Paine, the Queen of PR Measurement, has just put out a must-have checklist for PR Measurement programs. You can download it here, and following is an executive summary:

  1. Define the objectives of your PR program, and what you hope to accomplish with a measurement report (e.g., increase your budget, get more internal support)

  2. Define the audiences of the PR program, and ask yourself: How does a good relationship with your various target audiences benefit your organization?

  3. Prioritize your audiences, and be brutal about which ones are most important to your success

  4. Determine a benchmark: what keeps your boss up at night? Keeping up with the competition? Staying ahead? In other words, who or what will you be comparing yourself to over time?

  5. Select the right measurement tool to measure your success against your objectives. Which tool will you use, and what will it measure? Will it tell you what you need to know about whether you are moving toward your objectives?

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