ImpactWatch Blog

The Public Relations Society of America (PRSA) is working on a set of recommended metrics and approaches for evaluating public relations’ influence on key business outcomes. An outline of the draft guidelines is below.

The guidelines cover the impact of public relations programs on financial, reputational/brand equity, employees/internal and public policy goals.

PRSA intends to release a final set of standardized methods this fall, after compiling feedback from industry. Comments can be made via PRSA’s blog – comPRehension.

Michael G. Cherenson, PRSA’s 2009 Chair and CEO said of the effort:  “Our fundamental goal is to change how the industry talks about what public relations accomplishes. Instead of meaningless catch phrases, such as ‘create buzz,’ our recommended approach focuses on identifying meaningful expressions of business performance, suggesting more appropriate measurement metrics and recommending proven tools for demonstrating how those metrics were impacted.”

-

Follow Hannah on Twitter.

Tags: media measurement, PR, PRSA

This entry was posted on Thursday, September 17th, 2009 at 1:02 pm and is filed under Media Measurement, PR. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.