It’s time for the big meeting where the board will decide whether to add funds to your communications campaign. For many of us, this is when results become ultra-important, perhaps even the difference between life and death for your PR project. If this scenario is familiar, it might be time to start thinking differently about how and when to include measurement in your communications efforts.
Begin at the beginning. Every good campaign plan starts with a goal, objectives and a plan for how to measure implementation and outcomes. The best way to ensure you can evaluate your campaign is to identify objectives that are specific and measurable. Rather than pledging to generally “raise awareness,” think concretely. Plan to bring on three new partners, boost positive inquiries to your Web site or hotline or increase recognition of your logo by 30 percent (which would require measuring before and after implementation).
Don’t just count. Analyze. Your communications efforts could result in 6 trillion impressions, but if they’re repeating an old message, you haven’t made much progress. Plan to conduct media analyses at regular intervals from campaign planning through launch and beyond. Read articles in key publications before you start your PR efforts then monitor messages through online searches and clipping services to determine how you’re doing.
Get in the trenches. Talk to your audience as often as you can. Invite members of your constituency to meet with you and share their views on your issue and your campaign. They could have vital feedback that either helps you refine your efforts or assures you that you’re moving in the right direction.
Monitor Web movement. Feature a campaign link on your front page to give audience members an opportunity to follow up on what they’ve read or heard, and then look for usage trends after major campaign efforts. Keep an eye on conversations that are taking place through blogs, Twitter, facebook and other social networking sites by signing up for regular updates via e-mail. Monitoring these posts can provide immediate feedback on your campaign messages and tactics.
