Obstacles To Measuring Public Relations, March 2013 [CHART]
About 4 in 5 public relations (PR) professionals measure their PR efforts, but several roadblocks challenge their effectiveness, according to a new Ragan/NASDAQ OMX Corporate Solutions survey. Lack of manpower and lack of time (each at 56%) are the chief hurdles to measuring PR, but a significant proportion also say they don’t know which tools to use (52%) or that they simply don’t know how to measure PR (36%).
Those challenges are leaving many PR professionals only mildly satisfied with the job their organizations are doing. A plurality 47% report being “somewhat” satisfied with how their organization measures PR. 30% are either somewhat unsatisfied (20%) or not at all satisfied (10%), while less than one-quarter are satisfied or very satisfied.
Additionally, just 6% describe their measurement program as “advanced,” with the majority describing it as “intermediate” (58%) and the remainder saying they’re still getting their feet wet. Read the rest at MarketingCharts.