Advancing communications measurement and evaluation

Call for PR and Comms Execs Who Invest in Measurement

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Are you a senior PR or Comms exec who has invested in measurement and evaluation? If so, please read on…

The Task Force on Measurement Standards wants to contact senior public relations and corporate communications executives who are investing substantially in improving the scope and sophistication of their corporate communication department’s evaluation and measurement programs and systems.

Why?

Survey research over the last decade has found that, while there is a belief in the value of and interest in conducting measurement, the evaluation and measurement that actually takes place in a typical communication department is limited to less sophisticated measures, such as output measures. Most corporate communication departments do not have a broad and sophisticated evaluation and measurement program – citing lack of budget, time, competencies and skill sets, management demand, and management support as the reasons why.

On the other hand, some CCOs have invested smartly in order to build a vastly improved evaluation and measurement program. These are the stories the Task Force needs to hear. Rather than focus on barriers, the Task Force wants to interview those CCOs who overcame the barriers. It wants to learn about the initiatives that they have put in place, as well as the vision they have for evaluation and measurement in their organization.

If improving your department’s evaluation and measurement practices is one of your key management commitments, please contact Fraser Likely, Task Force manager, at likely@intranet.ca. All contacts and subsequent interviews will be conducted in confidence.
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Bill Paarlberg
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Bill Paarlberg

Bill Paarlberg co-founded The Measurement Standard in 2002 and has been the editor ever since. He has been writing about public relations measurement for 25 years. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg
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