PRIME Research Kicks-off Q4 / 2012 “In The Green Room With… Hangouts”
CommPRO.biz has kicked off its Q4/2012 season of “In The Green Room With Hangouts“ with PRIME Research CEO, Mark Weiner. The topic is one that concerns everyone in the PR and corporate communications industry as we approach 2013 planning and make the case for our public relations spend.
Proving the value of public relations continues to be among PR’s greatest challenges. At the same time, PR professionals must confront the challenge of delivering positive business outcomes while doing more for less and with less. In this session, participants learn the basics of research but, more importantly, how to go “beyond the numbers” to refocus attention from “why measure” to “how to apply research, measurement and evaluation” for the purposes of enabling better business decision-making; generating a positive return-on-PR-investment; and improving performance over time, versus competitors and in light of best-practice.
Mark also talks about how to make the case for PR and measurement to the C-suite. Three factors prevail: ability to drive revenue (enrollment, donations, sales); efficiency (enabling to do more with less and for less); and avoid catastrophic costs. These are the terms, when measured; make sense to a CFO and CEO.
Real PR research and measurement helps PR investment decision-makers link results to objectives. In the final analysis, the success of a PR program will be deemed a success or a failure based on the degree to which it meets or exceeds the goals established at the outset. PR must demonstrate to the C-suite that moving beyond AVEs, designing and investing in better measurement programs that align with business goals will prove that PR furthers the missions of their organizations in today’s new media environment. The point is that smart PR people everywhere are finally helping their senior managers realize that public relations and earned media are an essential means to an end, and measurement is a critical investment required to be able to understand a PR effort’s contribution to that end. Did you solve or avoid a problem? Did you get the outcome you wanted? Did you make a real difference?