Fri 30 Sep 2005
PR Measurement Is A Waste of Time & Money
Posted by Mike Bawden under Uncategorized
1 Comment
YES!
Here’s a great screed from Nick Wreden at FusionBrand that lays out a cogent argument against using AVE’s (advertising value equivalencies) and other less-than-reliable methods to judge PR’s “return” on investment.
FusionBrand does raise some great points. AVEs are an easy but very poor measure of PR (or it seems, media relations is the real focus of the post).
The “share of voice/discussion” is a good way to gauge PR/MR efforts. AND it should be tied to sales leads and actual sales trends.
However, JUST gauging sales leads makes PR/MR a commodity. PR/MR is more than just getting leads.
Yes, it’s about education and laying the groundwork for the sales force.
It’s also about brand reputation/management (as in the Sears case). More intangible things.
Like anything, there is no simple or magic answer. But, with a company’s overall communications work, PR and MR should be measured to continue to justify it — for those who still need to be educated about it.
– Mike