Why You Need a PR Measurement MVP

Susan Frechette

We’ve always taken PR measurement seriously here at PAN, applying the PANoptic method to all of our programs. That commitment doesn’t end with the fancy title or simply lie with a few individuals who happen to understand particular measurement tools. We believe every employee should be empowered not just with the right tools to measure PR programs, but also the ability to glean actionable insights.

To that end, last week I had the pleasure of sitting down with a group of colleagues who are as passionate about measurement as I am—well, if they weren’t before, they certainly are now—as part of the lauPANoptic_MVP awardnch of our PANopticMVP training program. The certification program follows our philosophy that training individuals on how a single measurement tool works simply isn’t going to cut it. We as PR practitioners need to understand more than how to pull the data. We need to know what to do with the data once we get it, and more importantly, how to take a step back and analyze how that data fits into the bigger picture. That’s the key to discovering valuable insights that fuel PR strategy and drive continuous improvement.

So, what qualities will you find in a PANopticMVP?

You’ll find someone who matches data with insights and looks beyond vanity numbers to get to the heart of the matter. You’ll find someone who is endlessly inquisitive, asking themselves questions like: What actions were taken that sparked engagement? What kind of content is performing best – and what do we even mean by that – and why? How can we alter our programs to make sure what’s working keeps working and what isn’t gets cut?

You’ll also find someone who is adamant when it comes to benchmarking and tracking these insights so that our clients get complete visibility into the impact of their programs.

And that’s just scratching the surface...

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