It's Outcome Measurement Not Output Measurement

As I talk with potential clients and with some public relations firms, I am amazed on what their perception of public relations is: generating lots of releases and obtaining media hits. Period. While this tactic is important, it is no where close to what the public relations discipline can do for a company.

In today's world of online and traditional media, the main power of public relations is really about generating positive outcomes... not generating lots of output. Let’s face it, anyone from a junior executive to a receptionist can send out a news release. That's why people who really don't know about the power of public relations say that is what PR really is.

But that is a simple answer to a hard problem. While hits may be recorded and ad equivalencies promoted during the length of a campaign, if no one changes their mind about the company, product or service, then the campaign was not a sound program.

Through an integrated PR program utilizing several strategies to start conversations with consumers, practitioners can begin down the path to change the mindset of that consumer towards positive outcomes.

Through an outcome-based measurement approach, you track your progress as the campaign evolves, making changes to messages and tactics along the way. Instead of just counting clips, you track to see if actual change is being done to meet your business goal by answering the hard questions with measurable results:

• is the needle is being moved towards your position
• is your message is resonating with the public
• is your reputation more credible today than at the beginning of the program
• what impact has it made on a specific goal

Output based campaigns can't do this... But outcome based ones can.

That’s the true power of public relations.