Industry News – Measurement Strategies and Metrics
By Jennifer Merriss, Staff Writer
Survey
of Public Relations Measurement Among PRINZ Members
A survey of New Zealand public relations practitioners has found
the use of PR measurement varying from non-existent to continuous.
The web-based survey asked 284 members about the public relations
measurement practices of their employing organization (in-house
and not-for-profit) or the client they work with most (consultants).
The survey found that most PRINZ members think that their organization
or reference client does a good job of linking PR to organizational
objectives. However, 65 percent of respondents reported that their
organization or reference client spends less than five percent of
the PR budget on measurement.
Source: Shattock Communications & Research LTD
ROI
of Executive Coaching is Highly Valued
Executive coaching delivers an ROI of nearly six times the initial
cost of coaching, according to a survey of 100 senior executives
who participate in coaching programs. Seventy percent of the participants
value the ROI of their coaching at US$100,000 or more. Nearly 30
percent put the ROI between US$500,000 and US$1 million. Executives
say the biggest tangible and intangible results their coaching yields
are improved productivity and better relationships with their direct
reports. “Historically, the business value of providing senior
executives with customized leadership coaching has been hard to
measure,” says Joy McGovern, senior vice president and managing
consultant of Right's Organizational Consulting practice. “The
survey results corroborate what coaching participants and first-hand
observers have seen—that coaching can have a dramatic impact
on change in executive behavior and organizational improvements.”
Source: Right Management Consultants
Connecting
Organizational Communication to Financial Performance
The better you communicate, the better your ROI. The fact is that
organizations that communicate effectively dramatically outpace
organizations that don’t. According to Watson Wyatt’s
2003/2004 Communication ROI Study™, a significant improvement
in communication effectiveness is associated with a 29.5 percent
increase in market value. The study also demonstrates that companies
with the highest levels of effective communication experience a
26 percent total return to shareholders from 1998 to 2002, compared
to a -15 percent return experienced by firms that communicate least
effectively. Organizations that communicate effectively are more
likely to report employee turnover rates below or significantly
below those of their industry peers.
Source: Watson Wyatt
How
Is Your Business Attempting to Measure the Return on Marketing Communication?
Mobium Creative Group conducted a survey in which respondents report
their companies’ current and future use of ROI measurement.
Sixty-four percent of respondents reported measuring ROI in some
of their communication, but only 28 percent reported measuring ROI
in most of their communication. Sixty-eight percent selected blogs,
e-mail and response logs as their primary measurement tool. Of the
respondents, 51 percent have directly linked specific marketing
communication tactics to specific dollar results, 40 percent have
justified a larger budget by proving actual dollar return on investment,
40 percent have justified a program by pointing to measures of attitude
change or inquiry generation.
Source: Mobium Creative Group
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