The communication evaluation challenges for 2020?
At the recent AMEC Measurement Summit participants voted on what they believed should be the top priorities for communications evaluation until 2020. The top five priorities (ranked) were:
1. How to measure the return on investment (ROI) of public relations
2. Create and adopt global standards for social media measurement
3. Measurement of PR campaigns and programmes needs to become an intrinsic part of the PR toolkit
4. Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from PR programs
5. Define approaches that show how corporate reputation builds/creates value.
Well, no.1 I feel is not going to be an easy one, given the diverse opinions on the issue. No. 2 merits attention but I believe “standards” for measuring social media may be a pipe dream (for me, it all depends upon what you want out of social media which in turn determines what you measure). No. 3 certainly makes sense, although we heard at the AMEC summit the main obstacle to having evaluation in the PR kit is fear of PR agencies loosing part of their budgets to evaluation…No. 4 I would fully support and No. 5 I believe there is already interesting work being done.
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