PPC-NYC members chose the topic “Measuring the Effectiveness of Communications Efforts” to explore at the next lunch session in March. We’re still working on locking down the date and lead-off speaker for that session, but we’re already keeping our eyes open for resources on the topic.
Nancy Schwartz has written a very good piece on this topic recently on her Getting Attention blog. While it is a short post and I am sure she would have a lot more to say in person, she gives a very nice overview of the basic information communications professionals should be tracking to get a handle on the success of their efforts. She says:
Track these outputs: Articles placed, links added, online mentions of your organization, number of requests for public appearances, incoming press calls, etc. For example, two articles or one letter to the editor a month, three incoming press calls or 10% increase in daily unique visitors to your website generated by links on other sites. As always, look for trending (steady increases) rather than absolute numbers…I suggest you create a media log to record media relations activities and results. It will assist you in evaluating the contacts/relationships you have with specific media outlets and reporters, and help you identify concerns with particular outlets/reporters so that you can address them (e.g. always misquoted, description of organization incorrect, inappropriate language to explain issue, etc.)
Nancy has written extensively over the years on this topic and I hope she will join us at the next PPC meeting.
About Michael Hamill Remaley
Michael Hamill Remaley is the President of Hamill Remaley Communications. Previously, he was Director of Communications at the Russell Sage Foundation and Prior to that was Vice President and Director of Communications at Public Agenda. He has held a variety of positions at organizations such as The Harwood Institute for Public Innovation, The Pew Charitable Trusts, TCC Group and the Center for Social Policy and Community Development.