How To Use Measurement to Improve Your Public Relations Strategy

Alan Kelly has a theory that all of PR can be boiled down to a handful of strategies, including 24 different “basic influence stratagems” or “plays” that PR people have to choose from. Not everyone agrees that PR strategy is quite that simple, but he makes some very good points, and provides excellent food for thought.

As I was thinking about all the different ways that I’ve seen organizations use measurement to shape strategies, I realized that those strategies do tend to fall into a few basic categories:

  1. New product or market entry launch
  2. Employee engagement
  3. Crisis (and crisis repair) and reputation management strategy

In this article we’ll show how these strategies can be assisted with measurement and analytics. The good news is that no matter what type of crisis or business opportunity you’re faced with, measurement and data can help shape it. They can help you prioritize your activities and make better decisions. You just need to know where the metrics and data reside and how to use them.

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About Author

Katie Paine

I've been called The Queen Of Measurement, but I prefer Seshat, the Goddess.