{"id":1789,"date":"2012-01-13T14:41:57","date_gmt":"2012-01-13T19:41:57","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=1789"},"modified":"2012-01-13T14:41:57","modified_gmt":"2012-01-13T19:41:57","slug":"inside-pr-2-84-are-your-measurement-goals-quantifiable-and-time-bound","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2012\/01\/13\/inside-pr-2-84-are-your-measurement-goals-quantifiable-and-time-bound\/","title":{"rendered":"Inside PR 2.84: Are your measurement goals quantifiable and time-bound?"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_4723\"><audio class=\"wp-audio-shortcode\" id=\"audio-1789-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_284_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_284_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_284_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D1789\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>This week, we feature another interview from the <a href=\"http:\/\/www.prsa.org\" target=\"_blank\">PRSA<\/a> International Conference.\u00a0 We talk to our good friend <a href=\"http:\/\/twitter.com\/shonali\" target=\"_blank\">Shonali Burke<\/a>, communications strategist and author of the <a href=\"http:\/\/www.waxingunlyrical.com\/\" target=\"_blank\">Waxing Unlyrical<\/a> blog, about PR and social media measurement, a subject all PR people should pay attention to because it demonstrates the value of our work and whether or not we\u2019ve achieved our goals.<\/p>\n<p>Shonali calls out three problems in the way we approach measurement:<\/p>\n<ol>\n<li>The concept of measurable objectives has been lost \u2013 our objectives must be quantifiable and time-bound.<\/li>\n<li>Buzz is not a goal \u2013 because people don\u2019t know what they\u2019re trying to achieve, they\u2019re not approaching communications strategically.<\/li>\n<li>People overcomplicate. Don\u2019t focus on the tools but on what you\u2019re trying to track and how.<\/li>\n<\/ol>\n<p>Shonali mentions the <a href=\"http:\/\/thebluekey.org\/\" target=\"_blank\">Blue Key campaign<\/a>, which asks Americans to donate $5 to raise awareness and support for refugee issues and how they track the program using custom URLs, Google Analytics and other tools to identify emerging trends.<\/p>\n<p>She\u2019s tired of PR professionals saying they\u2019re not good at numbers and advises us to, \u2018stop getting freaked out by math!&#8217;<\/p>\n<p>Gini mentions that it\u2019s not impressions or ad equivalencies that are important, but how we deliver the kinds of results that mean something to a client\u2019s business.\u00a0 Joe adds that being in PR, we\u2019re dealing with digital data all the time and need to get good at that.\u00a0 Martin suggests that as professional communicators we are all in business and, as such, should learn and understand the fundamentals of business.<\/p>\n<p>Are you measuring your programs effectively and in a way that demonstrates real value to your clients or organizations?\u00a0 Do you have any thoughts or cases to add? We\u2019d love to hear from you.<\/p>\n<p>And thanks Shonali.<\/p>\n<p>*************************************************<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a> group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a> on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joe Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a> on Twitter.<\/p>\n<p>Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a> is our announcer.<\/p>\n<p>This week\u2019s episode was produced by\u00a0<a href=\"http:\/\/twitter.com\/kristinesimpson\" target=\"_blank\">Kristine Simpson<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] This week, we feature another interview from the PRSA International Conference.\u00a0 We talk to our good friend Shonali Burke, communications strategist and author of the Waxing Unlyrical blog, about PR and social media measurement, &hellip;<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[387,950,149,27,953,946,574,600,952],"class_list":["post-1789","post","type-post","status-publish","format-standard","hentry","category-pr","tag-gini-dietrich","tag-inside-pr","tag-joe-thornley","tag-martin-waxman","tag-measurement","tag-pr","tag-prsa-conference","tag-shonali-burke","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/1789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=1789"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/1789\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=1789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=1789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=1789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}