Demonstrating value: How and to what extent public relations practitioners can better measure the impact of their work.

Abstract

This research aimed to create an understanding of how public relations (PR) practitioners in North America currently measure and evaluate their work and what gaps or barriers prevent them from using more strategic methods, as well as how industry measurement and evaluation (M&E) thought leaders and experts recommend practitioners engage in meaningful M&E initiatives. Research methods included a survey of Canadian PR practitioners and interviews with North American and European C-suite communicators and communications experts and thought leaders. While survey results indicated some use of measurement and evaluation practices, there were significant inconsistencies and indications of lack of knowledge of how to use research to understand audiences, conduct environmental scanning, set SMART objectives and measure communications impact in a way that demonstrates alignment with the organization’s goals. Using the learnings from this research, the researcher created a guide for public relations practitioners not currently measuring and evaluating their work to begin a measurement and evaluation program to support more strategic, effective work.