Katie Delahaye Paine, CEO of KDPaine & Partners, offers up 10 tips today for avoiding PR measurement mistakes. One theme of her recommendations is “check on your provider,” with a warning about missed clips, inaccurate circulation numbers, and other errors. Overall, she talks about checking every month or so to make sure the things you were measuring and researching are still the things you’re measuring and researching.
On the topic of measurement, the Barcelona Principles were given the thumbs up over the summer, serving as a step in the direction of a standard for PR measurement. Among the principles are “Measurement and goal-setting are fundamental to any PR program;” “Measuring outcomes is preferable to measuring outputs;” and “AVEs are not the value of PR.” Click here for a refresher on the principles.