A term like “PR measurement” has a bossy and scholarly feel to it – it probably deters practitioners from using such techniques for fear of ending up with a “bad grade.” But PR measurement is not about report cards; it is a powerful tool, particularly in these times of crisis.

For the past few years, the PR industry has gathered pace in the Middle East. But not enough, however, to be slated as a priority when the tide turns, as the recent downturn has shown: PR departments and actions were some of the first to endure severe cuts as local companies felt the first pangs of the crisis.

“It’s a pity,” says Jihad Bitar, general manager of Comtrax Solutions, a leading Arab media analysis company. “In such times, good PR is crucial because it helps accumulate goodwill towards the brand. Real estate companies, for example, may not have avoided the crisis thanks to PR, but it could have helped them put themselves back in the saddle more rapidly.”

It seems that PR companies would be well served if they managed to demonstrate and reinforce their legitimacy and usefulness; apparently PR measurement can help them do exactly that.

DATA DAY. “The word ‘Measurement’ is in fact a loose term for Data-Driven Public Relations: the use of scientific information to help drive a PR effort using real information that leads to real results across a campaign’s life cycle,” says Mazen Nahawi, managing director of Dubai-based MediaWatch Middle East.
Indeed, PR measurement goes way beyond the usual clip counting.

“PR Measurement has gone from an after-thought, practiced with outdated and discredited methods such as Advertising Value Equivalent (AVE) calculations, to the forefront of a new data-driven approach within the PR and communications industry,” says Nahawi. “Methodology, technology and tools are widespread and varied. The best practitioners use the best of all: regulated field studies vs. unscientific polling; dashboard technology vs. basic graphs; message resonance and penetration vs. clip counts; adjusted favorability indices vs. nominal positive/negative/neutral ratings.”

In short, it is far more complicated than many outside the industry – and even some inside – realize. As Nahawi bluntly puts it: “Using Advertising Value Equivalents in any form is an indicator of how not to conduct effective PR measurement.”

Although many clients continue to demand AVE measures and clip counts, “the momentum has shifted decidedly towards genuine metrics, including message analysis, favorability indices and perception audits,” says Nahawi. “More than 60 percent of our several hundred clients now use these effective indicators as their primary measurement drivers. We are confident that this number will exceed 90 percent in the next six to eight months.”

AN EXACT SCIENCE. “PR measurement is an additional tool that gives PR the scientific dimension it lacks. It allows PR to move from unsubstantiated talk to actual science, on top of the simple fact that it basically helps determine goals and measure whether or not these have been reached,” says Bitar.

But, because PR measurement isn’t exclusively about cold figures either, it also demands a large amount of flexibility.

“PR measurement requires a real and deep understanding of the client,” says Bitar. “It’s borderline consulting. But most so-called PR measurement companies tend to use ‘one size fits all’ formulas to lower their costs, while there is no such thing,” he says. On the contrary, “Each company requires its own specific approach. All the real work of customization happens upstream. If not, better to buy a study.”

So the first rule of good PR measurement: Time should be taken before the actual measurement is conducted, in order to understand precisely what the client wants and needs.

“Every PR measurement program must begin with the essentials of planning: understanding client objectives, identifying target audiences and aligning campaign tactics and strategy to organizational objectives,” says Nahawi. “This provides a blueprint for practitioners to base their entire effort on scientific and actionable data.

“As a campaign proceeds, more data is gathered and incorporated into the ‘blueprint’ allowing the practitioner to ensure goals are being met, and allowing for adjustment based on circumstances that were unplanned for – such as failure to meet an objective or a change in market conditions that may impact a campaign.”
Bitar agrees. “It’s a continuous improvement process,” he says.

A MEASURED APPROACH. All business sectors need to use PR measurement from time to time, although those that generate the most media buzz and noise need it more, according to Bitar. “Take the Dubai government for example,” he says. “It was always ahead of others and it created Brand Dubai to promote the country. That’s PR and it should be measured.” Of course, some clients may use it for one specific project while others will require steady observation all year long.

Every aspect of PR can be measured, “from the planning and research stages to the evaluation and adjustment of campaigns, to post-campaign success metrics,” says Nahawi. “Every aspect of the communications life-cycle and audience tracking, perception auditing, field studies and media content analysis falls within the output-outtake-outcome metrics of PR measurement.” 

The fact that goals need to be clearly defined and that results would be monitored specifically may be part of what deters some PR companies from adopting modern PR measurement techniques.

“Some of them resent the fact that their business model may change, that they could end up being paid on condition the goal has been reached,” says Bitar. “But that’s a misconception the American experience has proven wrong. PR measurement is widely used in the US and nothing has changed, except the fact that PR companies have gained credibility.” According to a study conducted by KD Paine and the Institute for PR Research in 2006, companies with the best communication practices are 26 times more likely to use extensive PR measurement techniques, and 15 times more likely to benchmark.

SIZING IT UP. PR measurement was introduced in the region a few years ago, at a time when everything was fine and dandy. It still enjoys a healthy growth, driven by increasing understanding and appreciation.

“The demand for PR to show its value is not a new thing,” explains Nahawi. “Practitioners and their stakeholders have become more vocal about the need to value work done, and to expand the remit of measurement not just from an outcome-success evaluation point of view, but rather into the entire cycle of a campaign, especially planning, audience research and adjustment.”

And in a predictable fashion, the economic downturn has “added to the pressure on PR in general to show value and to expand into pre-campaign and inter-campaign research,” he says. He notes nonetheless that this call for greater accountability hasn’t led to a sudden surge in measurement spending. “Like PR, measurement is riding the ups and downs of economic activity. The fortunes of measurement are tied to the fortunes of PR, and in turn the greater economy.”
However Nahari believes that, “The main obstacles, lack of understanding, motivation, and affordability are steadily eroding.

“PR measurement is widely understood and increasingly appreciated. It is increasingly simple and supported by modern technology. Best of all, it is no longer expensive; measurement can start at only $300 per month. Field studies can be done using low cost omnibus studies that start at $200 per question, and full dashboards [detailed data reporting interfaces] start at less than $3,000 per year.”

Besides, the region, and particularly the GCC, remains among the best performing economies in the world. Nahawi foresees that “PR and measurement may not be seeing the rapid growth of 2006 to 2008, but they continue to grow nicely and are well positioned for accelerated growth and higher margins from Q3 2010.”
Rendered even more relevant by the economic downturn, PR measurement is still counting many heydays ahead.