The eighth annual PR Week and Brands2Life Communications Directors Survey in the UK has recently been published – the participants were 100 UK Communications Directors and you can see a summary of the results in the infographic above.
One of the questions I was asked recently by a long established Irish communications firm was about how PR agencies can measure communication effectiveness and one of the resources I directed them to was the emergent Valid Metrics principles for measuring communications effectiveness as developed by the International Association for Measurement and Evaluation of Communication (AMEC)
It seems from this UK research that only 20 percent of communications professionals who participated in the UK survey are using this model and measuring communications effectiveness by AVE remains strong, with 34% of organisations still using it.
The survey indicates that organisations are adapting what they measure based on the campaign and the data available. in summary from the UK research they are measuring:
– coverage of volume and messages remains (73%)
– click throughs to a URL (49%)
– followers for a blog, site or Twitter feed (48%)
– share of voice versus competitors (46%)
– sales enquiries and leads (43%)
– and changes in awareness and favourability tracked through a third party (37%).
It is not referenced in the survey but I anticipate that those organisations who took part in the survey are often using multiple measures.
What I did find somewhat disheartening was that 16 percent of the respondents of the UK communications survey said that they “did not think that PR and communications can demonstrate real business impact like other marketing disciplines“.
I have to wonder why their organisations continue to invest in their function if that is the case.
We start all the PR communications programmes I deliver, we start with the subject of strategic goals and measurement. Over 20 years of corporate experience has demonstrated to me that if you can not connect your functions work (what ever department you are in) to the delivery of business objectives and if you can not demonstrate business value in a measurable way, it is highly likely that your funcation and your role will not exist in the business in the future.
How do you measure the impact of your PR and communications activities?
You can access the infographic from the Comms Directors Website as a PDF here http://bgn.bz/spukpr