12 Questions Every Communications Professional Needs to Answer Before Beginning a Measurement Program

By Katie Paine, CEO, Paine Publishing


Measurement is complicated. Before you wade out into the misty morass that is public relations and social media measurement today, you’ve got to have some firm ground under your feet. So get your ducks in a row by answering the 12 questions below and you’ll be off to a good start to a successful and actionable measurement program.

Get your ducks in a row

These are not tricky questions, but the answers to some of them are not as obvious as you might think. Sometimes the hardest part is getting consensus from everyone involved. So take some time to find the answers and write them down. Then set up a meeting with your senior leadership to make sure that everyone is on the same page. If they’re not, you’ll need to have enough discussion to reach consensus before you can begin.

Question 1: What are your organization’s objectives?

Start with a thorough understanding of your company’s or organization’s business objectives and strategy. If they are not written down somewhere, ask your boss; you might have a very interesting conversation…

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