Quotes

1. “ Programme measurement has always been the Cinderella of the PR industry, coming behind creativity. PROs have always said ”

2. “ It doesn't matter who you speak to, people use AVE because it is an easy thing to figure out. ”

3. “ The metric is flawed, but it provides a number. That's what a CMO or CEO demands, a number to show the PR programme is working. 'It's no good the industry saying the measure doesn't work. We need to take responsibility to replace it. We're very bullish about that and we will make it happen in the next six months. ”

4. “ Everyone says they want practical advice. Most guides are unhelpful because they are too theoretical. ”

   By Francis Ingham

5. “ This guide will have different levels, explaining everything from DIY evaluation to outsourced evaluation with bells and whistles. ”

6. “ At the moment, AVEs are still used to measure a campaign. We do not want to see AVEs as the sole measure. ”

   By Barry Leggetter

7. “ PROs need senior management to define what they mean by ”

8. “ We recently did some work for a well-known restaurant chain that wanted to evaluate its online and social media. ”

9. “ The principle that most applies to social media measurement is a focus on outcomes, not outputs. Getting obsessed over how many followers you have on Twitter and Facebook, or how many ”

   By Philip Sheldrake

10. “ The PR industry never seems willing to take the steps necessary to address what are pretty complex communication issues. Unless it's simple to understand, PROs don't bother. ”

11. “ Too many PROs believe that dealing with social media is down to how you handle bloggers, or setting up a Facebook fan page, but it's not called social media for nothing. ”

12. “ This is a more sophisticated way of looking at measurement. It's really advantageous to use the same metrics as other marketing disciplines. It allows PR to be considered in the same way, rather than seen as separate, and shows PR is robust. ”

    By Oliver Hickson

13. “ It was very well received by both central and local government. There is a real appetite to learn how you evaluate work properly. ”

Topics Mentioned

• Facebook
• Prsa