TIP: If you’re interested but not sure you’ll be able to attend one of the live webinars this week, go ahead and register—you’ll receive an on-demand playback link afterwards!
The AMEC North America chapter kicked-off Measurement Week 2016 Monday morning with a Twitter chat. The chat was followed by an afternoon webinar on setting measurable objectives, led by Mark Weiner, CEO PRIME Research North America, moderated by AMEC North America’s Co-Chair and BurrellesLuce’s CMO, Johna Burke. In this post, I’ll be recapping that webinar.
The most common PR challenge is proving the value of our work. This is often difficult because value is so subjective and individual—varying from one organization and/or person to another. Weiner suggests the key to success is setting proper objectives and then meeting (or beating) them.
Just what is a “proper” objective? A proper objective should be three things:
Let’s focus on the quantifiable objective-setting process. In my experience, this is the step that stumps many of us. Weiner suggests you take these steps:
The webinar wrapped-up with an objective-setting checklist (mainly covered in the previous two paragraphs) and examples of what are not proper objectives. The examples included actions or activities (such as “create press release”, “plan special event”), and goals or aspirations (such as “get more media placements”, “improve brand reputation”. These may move you toward achieving your objective, but are not objectives in and of themselves.
In his final remarks, Weiner cautioned, “Objectives are not fate, we have to work hard to set and meet objectives. They provide direction, help departments prioritize, focuses energy and helps management align with public relations. Objectives must be specific, measurable and unambiguous.”
I want to thank Mark for all this great information and guidance, and invite you to add your own thoughts here in the comments section.
Continue to check back for more posts recapping many of this week’s PR measurement activities!