What You Should Understand About Measurement
BY JASON MOLLICA
PRESIDENT, JRM COMM
Measurement is a term you’ve
no doubt heard time and time
again when it comes to public relations campaigns, social media
marketing and even what you are
doing for your student-run firms.
However, do you really understand how to measure? What exactly should you measure?
While this may sound like a difficult proposition, it doesn’t have
to be.
A very high percentage of firms
and agencies have used or will use
measuring tools like Marketwired,
Cision and Brandwatch.
Over my career, I’ve seen how
measurement tools have changed,
so it is important to understand
what you need to be looking for
now and in the future. Here are
some tips:
Ask for a demo.
Call the listed companies and
explain that you are a member of
PRSSA and you’d like to learn
more about their service.
Each of these companies are
easy to work with and are willing
to help. However, make sure you
clearly state that you aren’t purchasing anything right now, but
you need to understand how their
platform works.
You also could ask if they
would be willing to offer your student-run firm discounted rates.
Before you call, educate yourself about each company. Don’t
blindly