Speaking of PR, the publication PR News has just released its Guide to Best Practices in PR Measurement Vol. 3. The guide costs $399, but you can check out the table of contents and a couple of articles for free. Chapters include Measurement Research, Measuring Media Relations, New Media Measurement, Measuring Integrated Marketing, 360-Degree PR Measurement, Measuring Reputation, Impacting the Bottomline, Measurement Case Studies, and Measurement Resources.
The web-enabled demand for measurability and demonstrable ROI is affecting every area where businesses spend to gain reputation, build brand, and promote products and services. Among the topics in the New Media Measurement chapter: Measuring Web 2.0, Measuring the Impact of Online Influencers, Measuring E-Mail Performance, How to Measure Social Relations, and A Conversation about New Media Metrics among Digital Luminaries. There's additional discussion of online and social media topics in other chapters, too.
The report notes that "measuring the value of PR's contribution to bottomline business results has never been harder--or more necessary." In any case, the focus on measurability is here to stay, and it's good to see various professional specialties specifically calling out the need to learn more.
Tuesday, April 22, 2008
New Study on PR Measurement
Labels:
best practices,
measurability,
online media,
pr,
PR news,
public relations,
special report
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