PR Is In a Death Spiral—and Bad Metrics Are to Blame

Katie PaineBy Katie Delahaye Paine, CEO, Paine Publishing

I just finished judging a dozen entries for a prestigious industry award program. Entrants were required to state a “business outcome” that the campaign was supposed to deliver. Most of them did write down a business objective. Sadly, only one reported results based on the business outcome. The rest (aka the losers) reported on inflated reach scores, impressions, and likes.

Ever wonder why the boardroom ignores you, or your agency loses a pitch to a management consultancy firm, or the important functions get moved over to marketing? You might want to start by looking long and hard at your metrics.

For years, PR people have focused on activities, not outcomes. The problem with this is that you become what you measure. If what you report on is column inches or impressions or placements, you’ll spend most of your time trying to get more of them. In justifying one’s existence by using activity metrics like these, PR has come to be defined by what it produces, rather than the business value it delivers. So, when it becomes cheaper to produce those outputs in marketing, guess who gets that program (and the budget that goes with it)…

Read the rest of this post on our parent company Agility PR Solutions‘ blog site

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
Paul Ryan, webpage on the social media website Facebook.
Americans Are Split on Political Impact of Social Media: Half of Survey Respondents Said Social Impacted Their Vote

Finn Partners Research Shows Impact of Social on Public Policy Outcomes...

sugar silo with stairs and giant "sugar" lettering
Bittersweet PR: Public “Concerned’ About Sugar Industry’s Influence in Shaping Dietary Guidelines

Peer Journal Report Says Industry Corrupted Five Decades of Nutrition Science...

No Preview
Christian Renstrom Joins Mason, Inc. as Vice President of Business Development

Bethany, Conn.-based Mason, Inc. announced that Christian “Chris” Renstrom has joined...

Thought Leaders On Deadline
Why Organizations Should Challenge the White House for Broadcast Airspace—and Tips on How to Do It

By Mercedes Marx, Lyons PR It has become increasingly challenging for...

Michael Kuznetsov
Depressing Turnout: Media Coverage of Election and Trump Presidency Having High-Stakes Impact on Audience Sentiment 

By Michael Kuznetsov, VP of Marketing, Talkspace  Public relations sits at...

small laptop with old projector showing film
Video Marketing Perspectives: How to Effectively Use Pattern Interrupt Elements to Shake Things Up in Your Videos

By Andrea Kalli, Video Designer, Editor and Marketer Have you ever caught...