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Measurement -- Science Happens in the Second Year

Posted by Matt Kucharski on May 20, 2008 at May 20, 2008 6:51 AM

Interesting pespective on measurement from Steve Knipstein (currently with Cushman Amberg public relations in Chicago but soon to be with Life Fitness) and Steve Shannon from Burrelle's Luce here at the PRSA Counselors Academy Spring Conference.

The presenters and audience agreed that, with PR measurement, the science really happens in the second year. The first year is all about establishing the benchmarks -- where we're at today. There's value in that, but not nearly as much value as in the second year -- when you can do some comparisions and find out where things are moving ahead and where they're not.

This is a much healthier philosophy toward measurement. Instead using measurement solely for justification of next year's budget and agency performance -- look upon it as a way to establish a baseline for monitoring the ongoing effectiveness and health of the program. You'll likely have more meaningful dialog with senior leadership and a much better long-term program.

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