Focus on Media Relations Fails PR Firms
Don Bartholomew wrote a fantastic article about the Dos and Don’ts of Public Relations Measurement in 2010. Don is the Principal of Acumentics Research, a social media and public relations research and measurement consultancy.
In his article, Don explains that Ad Equivalency Value is OUT. This notion that PR firms can total up column inches, research the equivalent advertising cost (based on the rack rate) and then multiply that number by whatever multiplier they think is fair (usually between 3 and 5) has been shown to be misleading at best and fraudulent at worst.
David Michaelson, member of the Institute for Public Relations’ Commission on PR Measurement & Evaluation, says the reason for this “lack of understanding by practitioners of best practices or fundamental research practices.” Michaelson and Dr. Don W. Stacks of the University of Miami Communications Department conducted a groundbreaking research project that found
“No statistically significant difference between ad and editorial in an experiment focused on key measures of credibility, knowledge, interest and purchase intent.”
Thereby eliminating all justification for AVE in public relations!
Copyright (c) Don Bartholomew, Acumentics Research
Instead, PR practitioners must focus on the total value their efforts contribute to an entire organization. Don developed the concept of the Total Value Cube to help visualize these benefits, which include brand and reputation, engagement, influence and action. It also looks at cost savings and cost avoidance.
If you are still measuring results at the output-level only, realize that in these cost-saving times you will soon be responsible for measuring and validating levels of engagement, influence and action (changes in behavior).
If you fail to do these three things well, expect to have your department downsized or cut altogether.
Hi Laura, it is true that if someone (Pr practitioner) fails to consider the levels: of engagement, influence and action, the unit or department will suffer. What happens when the management of an organization dictates to downsize the PR department? It is an experience noted happening in most Higher Learning Institutions in East Africa, not aware of the rest of Africa! It is something we need to share and learn from each other!
Now, more than ever, it’s important to elevate the practice of public outreach and communication from a technical, line-office function (paperwork, phone calls, miscellaneous errands, non-strategic efforts) to a senior-level staff function that assists the Director’s level office in key decision-making. Many higher level institutions do not have the internal culture or business experience to do this effectively. Few do, in fact. This is the key reason why they do not see impactful results. After budget cuts is too late. But if you can, begin to identify ways your organization defines “success” then develop a dashboard linking your results to those metrics. At your annual review, negotiate for a bonus or budget increase if you are able to show gains of 10-15% in critical areas. Start to speak the language of business as much as possible. You may also need to explore other career opportunities in the meantime.
Wanted to also let you know that I have been enjoying your blog and have checked once a week to see if I can get the feed to work for the FBI Blogs.
I wish we could figure this out.
dt
Thanks, Damon. When (if?) I get some time for IT support I’ll try to tackle it again somehow…
Hi Laura,
Thanks for referring to my work and blog, I appreciate it very much. -Don B @donbart