In a world where dollars and cents (or perhaps Euros) are more important than ever, measuring the effectiveness of our communication outreach is the only way to underscore the importance of communication as a critical organizational function.
While the concept of measurement has long been a pillar of the classic communication plan, it is only fairly recently that we have started to set standards for PR and communication measurement that pass muster when compared to other business metrics—standards that are slowly becoming acknowledged and implemented industry-wide. But it's a crowded field, and how do you separate the wheat from the chaff? What's more, how do you start to measure social media, let alone traditional media?
At PRSA's 2009 International Conference, I talked about measurement best practices, and showed how to go from measurement novice to maven. Included are practical ways to incorporate measures that matter into your communication plan, and show how to tie your communication efforts to organizational objectives that will demonstrate your value to your organization.