How to measure public relations?
During a seminar on measuring public relations (PR) activities in social media, an audience member asked:
Is it possible to measure relationships?
Here, we get into challenging territory, and I will demonstrate why attitude- and behaviour measurements are superior to other types of measurements in public relations.
Here we go:
Methods for Measuring Public Relations
Spin Academy | Online PR Courses
Methods for Measuring Public Relations
There are three basic approaches to measuring public relations:
Please note: I recommend using the Sociological Method for measuring public relations.
The Traditional Method
The traditional measurement method is based on marketing logic. Marketing methods focus on media channels, demographic reach, and ad costs.
Examples of PR measurements:
Primary strength: Easy to calculate.
Primary weakness: Low quality for decision-making.
The Corporate Method
The corporate measurement method is based on general business practices. Corporate methods are focused on management theory and revenue. (Closely related to the Excellence PR Approach.)
Examples of PR measurements:
Primary strength: Fit well into corporate hierarchies.
Primary weakness: Misrepresent the value of PR.
The Sociological Method
The sociological measurement methodology is based on psychology. Behavioural methods are focused on attitudes and behaviours. (Closely related to the Rhetorical PR Approach.)
Examples of PR measurements:
Primary strength: Highly useful for PR.
Primary weakness: Not precise.
“Trust, openness, involvement, investment, and commitment are key dimensions in establishing and maintaining good organization-public relationships.“
Source: Public Relations Review 1Ledingham, J., & Bruning, S. (1998). Relationship management in public relations: dimensions of an organization-public relationship. Public Relations Review, 24, 55 – 65. … Continue reading
“Public relations models should be measured at the relational level and have a developmental component to better align with relationship management metaphors.“
Source: Public Relations Review 2Leichty, G., & Springston, J. (1993). Reconsidering public relations models. Public Relations Review, 19, 327 – 339. https://doi.org/10.1016/0363 – 8111(93)90055‑H
Learn more: Methods for Measuring Public Relations
💡 Subscribe and get a free ebook on how to get better PR ideas.
How To Measure Public Relations
Spin Academy | Online PR Courses
How To Measure Public Relations
How do you measure public relations (PR)? I recommend measuring attitudes and behaviours using questionnaires, rating scales, interviews, reports (logs, journals, diaries, etc.), and observations.
My recommendation: I recommend the Sociological Method for getting valuable and actionable results from measuring public relations. This means measuring attitudes and behaviours. 3Silfwer, J. (2021, March 4). Methods of Measuring Public Relations. Doctor Spin | The PR Blog. https://doctorspin.net/measuring-public-relations/
There are a few things to think about to measure attitudes and behaviours correctly. 4Educational Communications and Technology. (2001, August 3). 34.5 Measuring Attitudes. The Handbook of Research for Educational Communications and Technology. … Continue reading
Attitude Measurements in PR
An attitude measurement should meet the following criteria:
There are four main types of attitude measurement approaches:
There are four main types of attitude measurement methods:
I recommend using questionnaires and standardised interviews for public relations measurements:
Validity. Attitudes are psychological, so I strive to clarify what I want to measure, nothing more, nothing less. And I never add any unnecessary complexity.
Reliability. People experience the world differently. But even if attitude measurements aren’t exact, their usefulness for PR more than makes up for it.
Learn more: How To Measure Public Relations
💡 Subscribe and get a free ebook on how to get better PR ideas.
My Preference: The Rhetorical Approach
Spin Academy | Online PR Courses
Approaches To Public Relations
There are three scholarly approaches to public relations (PR):
The Excellence Approach. A business-oriented approach focused on objectives and corporate value creation. The underlying motivation behind the theory was that public realtions was mainly a variety of tactical tools that desperately needed a management theory to work well in a sophisticated organisation.
Notable mentions: James E. Grunig, Larissa A. Grunig
The Rhetorical Approach. A classical approach that stems from ideas dating back to ancient Greece. It’s a psychological theory of how communication structures human culture by shaping human minds. An absence of moral judgment characterises the rhetorical approach and is utilitarian.
Notable mentions: Edward Bernays, The Toronto School of Communication Theory, Robert Heath
The Critical Approach. A critical approach deeply rooted in theories around societal power dynamics. Power is seen as a means to exert dominance, manipulation, and oppression. The critical approach borrows many ideas from the rhetorical approach by placing them in moral frameworks.
Notable mentions: Walter Lippmann, Noam Chomsky
Read also: 3 PR Approaches: Excellence, Rhetorical, and Critical
💡 Subscribe and get a free ebook on how to get better PR ideas.
The Close Relationship Argument
“Not everything that counts can be counted. And not everything that can be counted, counts.”
— Albert Einstein
In the rhetorical approach, PR is all about relationships. And I tend to agree wholeheartedly with that sentiment.
And in life, some relationships are more important than others. My most important and closest relationships are those with my wife and son. Those are my most valuable relationships.
What if I wanted to measure those relationships?
I could measure various metrics, from my wife’s salary to my son’s grades. But my wife could make good money, and my son could do well in school despite having an awful relationship with me.
What’s the best way for me to gauge my closest relationships? For results that matter and are helpful, engage in open and continuous conversation and codify outcomes. So, in my view, communication is the best way to measure relationships.
Most relationships aren’t that close, but they’re still relationships that shape attitudes and behaviours.
Money, Money, Money
Most companies are managed via one single principle—money.
Money defines their success.
Money dictates their governance.
Money functions as their prime motivator.
We all care about money, businesses and people, but that’s not how we form trust and deep relationships.
Money is a great central value for nearly everything except for one thing: relationships with other humans.
Only measuring public relations by how to squeeze more money out of every relationship means treating your publics like wallets with legs. And that would be a shame because human beings have so much more to give other than just their money.
Some argue that money is how everything in an organisation gets measured, so the PR function must conform. I take the opposite view: If so, at least one function should focus on the human aspect.
Read also: Why ROI and PR Mix Like Oil and Water
The Golden Rule of Measuring PR
“What gets measured, gets done.”
— Peter Drucker
Spin Academy | Online PR Courses
The Golden Rule of Measuring PR
If an organisation focuses on the wrong metrics, it might establish, maintain, or develop the wrong long-term relationships. 5The insight is based on 18+ years of practical consulting experience.
The Golden Rule of Measuring PR: Your choice of PR measurement method and trackable PR objectives will impact your organisation more than the resulting measurements ever will.
Choosing the measurement method and objectives for public relations is more critical than getting the actual data from those trackings.
Learn more: The Golden Rule of Measuring PR
💡 Subscribe and get a free ebook on how to get better PR ideas.
The Barcelona Principles 3.0
Spin Academy | Online PR Courses
Barcelona Principles 3.0
The PR industry has united around a series of principles for measuring communications. The latest iteration comes from AMEC, the International Association for Measurement and Evaluation of Communication.
1. Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation—The founding principle of SMART (specific, measurable, actionable, relevant, and time-bound) goals as a foundation for communications planning has been promoted to an essential prerequisite. It pushes measurement and evaluation as a core component of the planning process, articulating target outcomes and how progress towards these will be assessed.
2. Measurement and evaluation should identify outputs, outcomes, and potential impact—Previously, the Principles recommended measuring outcomes, rather than simply counting outputs. The updated principles extend this to consider longer term impact of communications strategy. According to Levine, this means thinking about “the channels we are impacting, and change we would like to see through campaigns, events and activations.”
3. Outcomes and impact should be identified for stakeholders, society, and the organisation—From the original focus on business metrics, such as sales and revenue, the 2020 update embraces a more holistic view of performance. It allows the model to be more inclusive of a broader range of organisations and communications roles that are not necessarily profit-driven.
4. Communication measurement and evaluation should include both qualitative and quantitative analysis—“To understand the full impact of your work, it is crucial that you use the full suite of methods to measure those outcomes,” summarised Levine in describing the evolution of this principle to not just quantify but also understand how messages are being received, believed and interpreted.
5. AVEs are not the value of communication—The message remains consistent and clear; “we continue to believe that AVEs do not demonstrate the value of our work.” It is important that communications measurement and evaluation employs a richer, more nuanced, and multi-faceted approach to understand the impact of communications.
6. Holistic communication measurement and evaluation includes all relevant online and offline channels—Our founding principle that social media can and should be measured is so obvious today. The 2020 iteration reflects the game-changing shift in social communications’ capabilities, opportunities, and influence, such that all relevant online and offline channels should be measured and evaluated equally. The AMEC measurement framework promotes clarity across earned, owned, shared, and paid channels to ensure consistency in approach towards a common goal.
7. Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights—Sound, consistent, and sustained measurement calls for integrity and transparency in recognition of today’s attention to data privacy and stewardship as organisations comply with new regulations, such as GDPR. This is also a statement that measurement isn’t simply about data collection and tracking, but about learning from evaluation and applying insight back into communications planning. It recognises the need to be transparent about the context in which programmes are run and being aware of any bias that may exist in the tools, methodologies and interpretations applied.
Download the Barcelona Principles 3.0 Presentation here
Learn more: How To Measure Public Relations
💡 Subscribe and get a free ebook on how to get better PR ideas.
Public Relations Objectives
Spin Academy | Online PR Courses
Public Relations Objectives
Public relations (PR) plays a crucial role in shaping public opinion by strategically managing the spread of information between an organisation and stakeholders, influencers, and publics.
PR professionals control the narrative, mitigate damage, and restore public confidence during a crisis. Through consistent and effective communication, PR can sway public opinion in favour of the organisation, enhancing its reputation and standing in the community.
Building trust and credibility is another crucial objective of public relations. In an era where consumers are increasingly sceptical of advertising and corporate speak, PR offers a more authentic and credible way to communicate with the public.
PR professionals strive to build and maintain a positive image for their organisations by promoting transparency, demonstrating social responsibility, and engaging in open dialogue with stakeholders. They also work to highlight the organisation’s successes and achievements, further enhancing its credibility.
By fostering solid relationships with the media, PR can ensure that the organisation’s story is told fairly and accurately. Over time, these efforts can build a strong foundation of trust and credibility, which is invaluable in today’s competitive business environment.
“Public relations is a young academic field with potential to inform various areas of communication and offer tools like issues management for various applied communication fields.“
Source: Journal of Communication 6Botan, C., & Taylor, M. (2004). Public relations: State of the field. Journal of Communication, 54, 645 – 661. https://doi.org/10.1111/J.1460 – 2466.2004.TB02649.X
Examples of Public Relations Objectives
Here are a few examples of public relations objectives:
Learn more: Public Relations Objectives
💡 Subscribe and get a free ebook on how to get better PR ideas.
Thanks for reading. Please consider sharing my public relations blog with other communication and marketing professionals. If you have questions (or want to retain my PR services), please contact me at jerry@spinfactory.com.
PR Resource: Free Corporate PR Course
Spin Academy | Online PR Courses
Doctor Spin’s PR School: Free Corporate PR Course
Explore this Free Corporate PR Course to learn strategic communication insights and techniques and stay ahead in the competitive public relations industry.
Learn more: All Free PR Courses
💡 Subscribe and get a free ebook on how to get better PR ideas.
ANNOTATIONS
1 | Ledingham, J., & Bruning, S. (1998). Relationship management in public relations: dimensions of an organization-public relationship. Public Relations Review, 24, 55 – 65. https://doi.org/10.1016/S0363-8111(98)80020 – 9 |
---|---|
2 | Leichty, G., & Springston, J. (1993). Reconsidering public relations models. Public Relations Review, 19, 327 – 339. https://doi.org/10.1016/0363 – 8111(93)90055‑H |
3 | Silfwer, J. (2021, March 4). Methods of Measuring Public Relations. Doctor Spin | The PR Blog. https://doctorspin.net/measuring-public-relations/ |
4 | Educational Communications and Technology. (2001, August 3). 34.5 Measuring Attitudes. The Handbook of Research for Educational Communications and Technology. https://members.aect.org/edtech/ed1/34/34 – 05.html |
5 | The insight is based on 18+ years of practical consulting experience. |
6 | Botan, C., & Taylor, M. (2004). Public relations: State of the field. Journal of Communication, 54, 645 – 661. https://doi.org/10.1111/J.1460 – 2466.2004.TB02649.X |