July 3, 2012
The following is my first dispatch to Jessica, my talented account executive, from the European Measurement Summit in Dublin on June 13-15.
More than 200 delegates from 30 countries met in rainy Dublin to debate the key measurement skills and competencies for PR professionals. These standards will apply to all practitioners, from recent graduates to senior-level executives. Leaders in the profession also shared perspectives on how best to create a global education program that will promote these skills, abilities and knowledge levels.
In many ways, it came down to basics:
During the first day of the conference, there was also a strong consensus that we are often too meek when we ask whether we can measure results. We must insist that measurement is automatically included as part of any PR program.
However, the delegates had trouble agreeing on the next steps to roll out a global education program focused on PR measurement. We discussed and voted on several good ideas. PRSA’s Christina Darnowski talked about the need to integrate a measurement education component into every major PR conference, rather than treating measurement as a separate topic. In fact, PRSA is even adding an entire measurement symposium to its 2012 International Conference in San Francisco this October.
Often, PR professionals feel undervalued, and we were not able to fully solve this dilemma in Dublin. But we made progress toward ensuring that in the near future, all practitioners will be able to demonstrate the value of what we do.
On June 15, the Summit continued with the goal of determining standards for social media measurement. I’ll let you know how that goes in my next dispatch.
And by the way, Guinness does taste better in its home country.
David B. Rockland, Ph.D., is partner/CEO and managing director for the research and change communications businesses at Ketchum. He has held leadership positions in corporate communications and research throughout his career, with extensive global experience in both fields. Email: AskDocRock@prsa.org
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