Yesterday marked an important milestone in PR measurement when the Coalition for Public Relations Research Standards unveiled a three-pronged approach to standardizing PR research and measurement for: a) traditional media analysis, b) social media measurement, and c) ethics in PR measurement. Marianne Eisenmann, head of communications research and measurement at Chandler Chicco Companies, stands at the forefront of thought leadership with her contribution, “Proposed Interim Standards for Metrics in Traditional Media Analysis,” on behalf of the Institute of Public Relations (IPR) Measurement Commission. The paper, which was authored by Marianne with contributions from other leaders in the PR measurement field, seeks to standardize the measurement of traditional media metrics such as impressions, tone and quality. While the paper is in draft form and subject to change based on further review and comment, it signals an industry shift in favor of universally agreed upon best practices regarding measuring media coverage and indicates further progress from the establishment of the Barcelona Principles in 2010.
Last year, the METRIC (Measuring Engagement and TRacking Influencer Communications) Model for proactively measuring stakeholder engagement (developed by Marianne and her team at CCC) earned the prestigious Jack Felton Golden Ruler Silver Merit Award. Tracking influencers is a growing need and the ability to understand them constantly changes, which is why companies need evaluation tools that are designed to meet a range of objectives, from assessing the quality of media coverage about a brand or product to quantifying the ratio of favorable to negative coverage of a brand or product in an overall media landscape.
It’s not every day that PR measurement makes strides like this, and we’re proud to have one of the leaders of the movement on our team. The fruit of this labor bodes well for demonstrating the value of our work as PR professionals.