This guest blog post is written by one of authors of the Top Three Paper Awards from the 2016 International PR Research Conference.
Based on survey data from more than 1,600 PR practitioners working in communication departments of organizations across 40 European countries, the implementation of reliable evaluation and measurement practices is currently still in a deadlock. PR professionals across Europe report especially low experiences with evaluating PR impact on organizational targets – it is hardly surprising, then, that current measurement practices still neglect to demonstrate how PR contributes to organizational goals. In order to resolve this situation, firstly, the personal evaluation skills of PR professionals need to be advanced. Secondly, evaluation must focus on all relevant phases of the communication process, and finally, measurement data must be exploited more strategically, i.e. for managing future communication activities or informing overall organizational decision-making.
Moderate Level of Personal Measurement Skills
A crucial prerequisite to conduct valid measurement is the personal expertise of PR and communication staff. Across Europe, only an alarming minority of the surveyed practitioners report high competencies when it comes to calculating reputation or brand value (26.4%, answering 4-5 on a 5-point scale), or constructing communication scorecards (32.0%). Precisely these skills are however necessary if practitioners attempt to prove the success of their communication activities. In contrast, the highest skill level is stated for compiling and interpreting data (53.9%), which is essential for the strategic exploitation of evaluation insights. Furthermore, PR practitioners report solid skills in the field of traditional social science research methods such as performing content analyses (52.3%) and developing and managing surveys (50.6%).
Measurement Focus on Media and Channels
In view of the lack of expertise, it is little striking that only 35.6% of the surveyed organizations focus on evaluating the impact of communication on the organization’s intangible or tangible resources (see Figure 1). Across Europe, measurement is still heavily based on monitoring outputs, with 82.4% of the organizations documenting media clippings and 68.9% tracking Intranet or Internet use. Without measurement of costs (input) and impact on organizational goals (outflow), it remains yet impossible to document communication effectiveness and efficiency reliably.
Overlooked Potential of Measurement Data
In addition, if measurement data is not strategically integrated into communication management, its power to inform planning processes and strategy adjustment is not fully employed. Sadly, most European organizations utilize insights primarily for evaluating the success of PR activities in retrospect (66.0%), while only 43.3% use data for leading communication teams or steering agencies. At least 62.9% of the organizations use insights to plan upcoming PR activities, but only six out of ten departments utilize the power of measurement data to explain the value of PR to top executives.
Future Challenges for PR Managers
For PR leaders, it will be indispensable to acquire a better comprehension of how the entirety of communication effects are interrelated, and additionally retain a good overview of the great number of measurement methods in order to make informed decisions regarding their target-oriented implementation. Furthermore, leaders should ensure that their PR staff receives robust training regarding social science research techniques, and above all, sophisticated valuation methods and management concepts, i.e. scorecards or cost accounting methods.
Figure 1: Focus of PR measurement and evaluation in European communication departments
Note. nmin = 1,496 communication professionals working in communication departments in Europe. Q: Which items are monitored or measured by your organization to assess the effectiveness of communication management / public relations? A: 1 never – 5 always (5-point Likert scale). Scalepoints 4-5 considered for each statement.
Reference / For more information see:
Zerfaß, A., Verčič, D., & Volk, S. C. (2016). Communication evaluation and measurement: Skills, practices and utilization in European organizations. Paper presented at the 19th Annual International Public Relations Research Conference, Miami, Florida, USA, March 2016.
Sophia Charlotte Volk, M.A., is a Ph.D. candidate in the department of Strategic Communication at the University of Leipzig, Germany, and also works as a research associate in the project “Value Creating Communication” of the German Academic Society for Corporate Management and Communication. sophia-charlotte.volk@uni-leipzig.de
