Comments on: When it comes to PR measurement and ROI, are you paranoid enough? http://www.text100.com/hypertext/2009/08/when-it-comes-to-pr-measurement-and-roi-are-you-paranoid-enough/ linking technology & communications Fri, 18 May 2012 00:55:20 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Rowan http://www.text100.com/hypertext/2009/08/when-it-comes-to-pr-measurement-and-roi-are-you-paranoid-enough/comment-page-1/#comment-3002 Rowan Thu, 25 Feb 2010 19:50:11 +0000 http://text100.com/hypertext/?p=411#comment-3002 Joe, you make a good point about outcome vs. output! However, unfortunately output is too often the only thing some clients are willing to pay for. So the "paranoid enough" thought is not only important for agencies, but is also applicable to companies who are reluctant or who refuse to open up the box of new PR goodies available to see what, if nothing else, their competitors are using to benchmark effectiveness. Joe, you make a good point about outcome vs. output! However, unfortunately output is too often the only thing some clients are willing to pay for. So the “paranoid enough” thought is not only important for agencies, but is also applicable to companies who are reluctant or who refuse to open up the box of new PR goodies available to see what, if nothing else, their competitors are using to benchmark effectiveness.

]]> By: Janet Aronica http://www.text100.com/hypertext/2009/08/when-it-comes-to-pr-measurement-and-roi-are-you-paranoid-enough/comment-page-1/#comment-2848 Janet Aronica Mon, 17 Aug 2009 01:12:44 +0000 http://text100.com/hypertext/?p=411#comment-2848 "Focusing on outcomes that clients understand and pay for (i.e. leads, sales) is more valuable than just focusing on outputs (eyeballs)." I couldn't agree more. Focusing just on blog page views or YouTube hits would give a client a false sense of return. It's so important to take that tracking even further and watch if a blog page view leads to a website page view that leads to purchase. I'd almost venture to say it's easier to measure ROI through social media because there is software made to do that. (As opposed to taking a newspaper clipping, measuring it by square inches and applying some left-field ad rate formula in a misguided attempt to quantify consumer awareness.) Interesting topic! I will definitely read this blog more. “Focusing on outcomes that clients understand and pay for (i.e. leads, sales) is more valuable than just focusing on outputs (eyeballs).”

I couldn’t agree more. Focusing just on blog page views or YouTube hits would give a client a false sense of return. It’s so important to take that tracking even further and watch if a blog page view leads to a website page view that leads to purchase. I’d almost venture to say it’s easier to measure ROI through social media because there is software made to do that. (As opposed to taking a newspaper clipping, measuring it by square inches and applying some left-field ad rate formula in a misguided attempt to quantify consumer awareness.)

Interesting topic! I will definitely read this blog more.

]]> By: Rowan http://www.text100.com/hypertext/2009/08/when-it-comes-to-pr-measurement-and-roi-are-you-paranoid-enough/comment-page-1/#comment-2846 Rowan Wed, 12 Aug 2009 11:21:50 +0000 http://text100.com/hypertext/?p=411#comment-2846 Joe, you make a good point about outcome vs. output! However, unfortunately output is too often the only thing some clients are willing to pay for. So the "paranoid enough" thought is not only important for agencies, but is also applicable to companies who are reluctant or who refuse to open up the box of new PR goodies available to see what, if nothing else, their competitors are using to benchmark effectiveness. Joe, you make a good point about outcome vs. output! However, unfortunately output is too often the only thing some clients are willing to pay for. So the “paranoid enough” thought is not only important for agencies, but is also applicable to companies who are reluctant or who refuse to open up the box of new PR goodies available to see what, if nothing else, their competitors are using to benchmark effectiveness.

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