Three Tools For Effective Public Relations Measurement

The majority of individuals and businesses in the ‘spot light’ are concerned primarily about their image and their reputation. As such, much effort, time and resource is put into creating an image that stands out and one that is remembered for ‘good’. However, without knowledge of this play field, many businesses and individuals have found themselves lost in a sea known as bad publicity or bad public relations. To understand what is involved in public relations, those characters involved must measure the market or their relations with the public.

What is Public Relations Measurement?

There is not a specific definition to place behind public relations measurement. However, by analyzing the terms separately, looking at them apart, many people have come to terms with what public relations measurement involve.

Public relation is known as the maintenance of an image- a public image. This is normally done by individuals who are well known or by companies and organizations. On the other hand, measurement refers to the act of labeling or assessing a particular object, matter or subject. In this case, public relations measurement refers to as assessment or labeling of a company’s or individual’s relations with the public.

Since public relations are measured with the intention to attract a return on investments and reach a specific target audience, effective PR measurements or tools are needed in order to achieve this goal.

There are different tools that are utilized in order to effectively measure a company’s public relations. These tools vary in their outputs, outcomes and business results. PR measurement tools include:

•    Perception Surveys: These surveys are effective tools employed by businesses and individuals to find out what people think or how people feel about a particular situation. They are used with the intention of getting answers to pertinent questions and potentially solve problems. In this regard, companies should ensure that their surveys are specific and clear. Each question on the survey should be relevant to the topic or subject. In addition, perception surveys can be used to determine what is needed to develop an existing service or product. By using perception surveys, businesses will accumulate timely feedback and information that is of benefit for future use.

•    Focus Groups: These are small groups of people who are used to test and provide feedback on a product or service. In order for focus groups to be effective or successful, a skilled researcher is needed to recruit individuals who are willing to provide appropriate feedback. Additionally, even though forums are wide and general in comparison to focus groups, it can be a tool used to measure what people think and say about a particular company.

•    Social Media: Social networking sites are highly effective tools for measuring PR since the majority of people use some form of social media sites. By using social networks to track news sites, blogs, likes, discussions and groups, companies will be aware of discussions about their brands or their products and services. Social networks such as FaceBook, Twitter, and others that are widely used are great sources from which a company’s PR can be measured.

By using these three tools of public relations measurement effectively, individuals will be able to successfully measure their relations with the public and enhance their image and reputation.