Touchy Touchy

Social media strategists today are frustrated by the same thing that's frustrated PR pros for years. They're all talking about how it's virtually impossible to measure the success (or failure) of an interactive campagin. And I feel you guys.

The measurement of a PR campaign has and continues to be a touchy, touchy subject. That's because every strategist, agency exec, freelancer or intern thinks he's got the right idea. But the truth is, no one does.

While most clients insist on some sort of reporting – be that a clipbook of the media placements they received or an extensive ROI calculation based on a complex equation – the truth is that no one has figured out a smart, cost-effective way to measure PR success.

(All the bloated agency folks reading this will whole-heartedly disagree with me, as they are charged with selling clients on their “proprietary measurement tool” and can’t stand the insinuation that its all a bunch of malarkey.)

Last I checked, the industry agreed that the most effective way to measure a PR campaign’s success is with a qualitative before and after study, typically secured via polling. What you’re measuring here is a change of attitudes or perceptions about the client’s product, service or cause.

But here’s the rub… that takes money… and a LOT of it. 

For years, I sold clients on agencies’ “proprietary measurement tools,” knowing full well they was useless. But, the clients seemed to like it, and they were willing to (over)pay for it, so the execs kept pushing us to sell it. Of course they would, it was a straight up money-maker.

When I stopped working for the man and started having honest conversations with my clients, what I found out was that they didn’t really want the clipbooks and the ROI calculations. They just wanted to see the work. They wanted status reports, open and frequent conversations about what was working and what wasn’t. They would measure the success of the campaign intuitively.

I have to be honest, I was scared at the idea of not producing a measurement "product." Relieved, but scared. After all, how would I prove myself? How would I help my marketing managers prove themselves to the higher-ups?

But, it’s what the clients wanted, so it’s the road I hoed. And so our success is measured in our growing relationships with the media, the ease with which we are securing articles, the feedback from customers and prospects who see our messages in the media. And everyone’s happy.

Although, in the back of my mind, I’m wondering… should I be keeping the clipbooks and doing the ROI calculations on my own… just in case. But that’s another blog.