Hi folks,
thanks for reading PR Chatter it is much appreciated. I have decided to consolidate my PR blogs...you can now catch up on my latest thoughts on PR, social media, web 2.0 and the digital world at
www.socialwebthing.com
20 November, 2009
05 November, 2009
Auditors in PR measurement madness
I was pretty horrified to read on the front cover of PR Week that there are plans afoot to start measuring local government communications by the number of press releases distributed.
Whilst I fully accept the Audit Commission and National Audit Office have a job to do, to see where public money is being spent – press release distribution is not one of the benchmarks we should be using.
As Alex Aitken, Director of Comms at Westminster City Council said ‘there is a stunning naivety in attempting to judge comms by this yardstick’.
This saga once again shows that the PR industry needs to come up with standard KPIs that can be shown to auditors and senior management. Aitken suggests using the resident informed rating, but also evaluating campaigns and their impact.
There is a lot more to PR than just press releases – we as PROs talk a good game, now we need to start measuring it.
Whilst I fully accept the Audit Commission and National Audit Office have a job to do, to see where public money is being spent – press release distribution is not one of the benchmarks we should be using.
As Alex Aitken, Director of Comms at Westminster City Council said ‘there is a stunning naivety in attempting to judge comms by this yardstick’.
This saga once again shows that the PR industry needs to come up with standard KPIs that can be shown to auditors and senior management. Aitken suggests using the resident informed rating, but also evaluating campaigns and their impact.
There is a lot more to PR than just press releases – we as PROs talk a good game, now we need to start measuring it.
Subscribe to:
Posts (Atom)
Posts
