“We talk about the quality of
product and service. What about the quality of relationships, and the quality
of our communications, and the quality of our promises to each other?” –Max de
Pree
“Measure What Matters: Online
Tools for Understanding Customers, Social Media, Engagement and Key
Relationships” by Katie Delahaye
Paine really does focus on what matters. In public relations, measurement has
become more important today than it ever has been. Measuring what matters the
most means measuring relationships.
“Success, timing, media, and PR have all been
redefined by social media. Success can no longer be measured in terms of reach
or frequency, since neither is particularly easy to determine in this new
space.” (Measure What Matters). If reach and frequency no longer measures
success, then what does? Outcomes.
Today, we must measure success
based on the outcomes. In PR, we cannot limit the maintenance of our
relationships to only the press. Now, we must maintain mutually beneficial
relationships with the local media, national bloggers, employees, community
organizers and many others. Technology has contributed to the transformation of
communication, helping make it easier and more efficient. Even still, it is
vital for us to work on maintaining these relationships, both interpersonal and
organizational.
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