TOOLBOX: Why Are Benchmarks Important When Measuring PR?
Benchmarks provide context, says Chelsea Mirkin, project director at PRIME Research. Without context, the metrics used in PR measurement are mere numbers in a vacuum.
“Comparing measurements across various time periods and against competitors allows a PR professional to track performance over time, identify emerging trends, view a complete picture of the competitive landscape, and adjust strategies and goals,” she says.
Fifty media mentions in one month might seem like a success, but could be below the competitive average, or fall short of the volume of coverage generated over the same period the previous year, Homan points out.
“Once you’ve seen the numbers in a broader context, you can move beyond using PR measurement to reflect just what happened, but uncover why it happened, and determine what you can do about it,” she says.
Published: April 24, 2012 By: