In 2024 Ornico launched the 3rd annual PR Measurement Landscape Report, an in-depth research project objectively analysing how the PR industry is faring in their measurement and evaluation endeavours in South Africa. This study provides us with a longitudinal look at how PR measurement and evaluation is evolving in South Africa, and where there is room for improvement left to be harnessed by the professionals in the industry to better showcase and prove the impact of communication in organisations.
PR Measurement in South Africa: Where Do We Stand in 2024?
Year after year this study shows slow but upward-trending improvements in PR measurement and evaluation – more awareness of the Barcelona Principles, more planning, more goal-setting.
However, in the future there is one thing that will distinguish the professionals that cannot prove their worth, from those who can: mature practice that leads to mature measurement.
The simplest illustration of this concept is to avoid posting only a link, but instead posting a link containing UTM parameters per message to allow for nuanced traffic tracking on your Google Analytics console. More time spent to elevate the execution leads to faster and more accurate measurement at the end.
Mature PR Measurement: The Game-Changer for Proving Impact
Mature measurement enables the practitioner to speak with confidence in the boardroom at executive level about the impact of PR and communication activities on the prosperity if the organisation as a whole.
PR Measurement Trends in South Africa: Are We Progressing or Stagnating?
In 2024, the latest comparable data from the Ornico PR Measurement Landscape Report indicated that:
- 70% measures outputs, compared to 70% in 2023
- 53% measures outtakes, compared to 46% in 2023
- 47% measures outcomes, compared to 47% in 2023
Breaking the Cycle: How Better PR Measurement Leads to Bigger Budgets
From this data, it appears that at the moment the PR industry is stagnating in their ability to measure the more mature effects of their activities – leaving them unable to prove their impact, unable to vie for larger budgets as a result, and leading to more work with less resources and even less recognition.
Why PR Professionals Must Shift from Quick Wins to Meaningful Metrics
Breaking this vicious cycle will require a mind shift for each professional – increase the maturity of practices, to increase the measurement maturity. This means setting objectives that are focused on mature, tangible, and relevant outcomes – and chasing those objectives in all activities even if falling short at first. Unfortunately, this means that professionals will need to curb their appetites for “quick wins” and inflated numbers, and create space in their workflow for meaningful planning of every PR tactic, optimised to its most mature state of implementation.
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