“Setting standards for public relations measurement may not sound sexy, but I would argue that it’s one of the hottest new developments in public relations this year,” said Dr. David Geddes, chair of the Coalition for Public Relations Research Standards and past chair of the IPR Measurement Commission, in the Council for Public Relations Firms blog, Firm Voice.
The Coalition has recently launched a microsite for the publication of proposed standards. These standards are developed by groups of individuals who are experts on certain subject matters, including social media measurement, traditional media measurement, communications lifecycle, ROI, and ethics.
Practitioners’ reactions to the development of research standards remain positive. The consensus is that it is a necessary benefit for the industry. However, some apprehension remains about whether or not the standards will allow for flexibility. Dr. Geddes addresses these comments by assuring practitioners the Coalition has no intention of moving too far up the metrics hierarchy. The intention is to allow firms to go beyond the basics and provide real insights.
“Using these foundational metrics, agencies can then innovate, by developing its rigorous frameworks for their clients,” said Dr. Geddes. “Firms will now compete based on how they use and apply the standard measurements.”
Another concern brought up by a practitioner was the following: ‘If your company is unique shouldn’t your metrics be unique?’ Dr. Geddes explained that these standards would not take away from a firm’s unique qualities; it will only enhance them. The Coalition is forming the ‘nuts and bolts’ to enable practitioners to compare program results.
“Our goal is to standardize the building block,” said Dr. Geddes. “Organizations and agencies can then develop innovative scorecards and dashboards suitable to their needs.”
