Evaluating PR in a Digital Age

Posted on August 16, 2011 by Steve Leigh

For years PR has largely escaped the microscope of detailed evaluation, with success often judged by the thud of the monthly cuttings book.

However, with the growth of digital and the increasing irrelevance of advertising equivalent values, PR is entering a new age.  With it comes the end of simplicity, but the start of genuine insight.

Coverage tables are being replaced by scorecards, assessing PRs impact on awareness, knowledge, consideration, preference and action.  All can be tracked and measured with the right tools and know-how.

Even genuine ‘return on investment’ can be demonstrated (assuming the original objective was to drive sales).

In return for this extra complexity should come increased status, an improved appreciation at board level for what PR can really deliver.  It is with this hope and expectation that industry moves towards the adoption of new standards for evaluation.