Public Relations is one of the most powerful but least measured functions in the corporate marketing mix. Everyone agrees that measurement is important, but traditional PR measurement approaches have been too siloed, too complicated and too untimely – and lacked the business meaning that helps PR demonstrate its strategic value to the organization’s bottom and top line.
Weber Shandwick’s Measurement & Strategy practice is structured to help clients deploy a more proactive, integrated model of measurement that assesses the value, focus and precision of their communications efforts. The practice provides our clients and teams with the right resources and methods globally to measure campaign progress, benchmark performance, gauge market trends, listen to stakeholders, define strategies, optimize PR spend and make better decisions. The practice also offers clients a range of packaged strategy consulting services to help clients solve communication problems, fueled by specialized measurement and best practices capabilities.
Integrated Measurement Model and Affordable Metrics
Building on our strong measurement heritage, Weber Shandwick’s outcomes-driven measurement model (ARROW) is the industry’s first to deliver integrated communications metrics within a flexible model that can meet the needs of any client situation. Built with an "open architecture,” ARROW helps clients break down measurement silos for a more holistic view across functions, agencies, campaigns and even data sources. ARROW is supported by a library of 100-plus repeatable and affordable metrics that can be delivered monthly or weekly using a variety of research methods
ARROW measures communications progress across five inter-linked categories:
Measurement & Strategy Services
Weber Shandwick offers a range of services to help clients accelerate their move to proactive, integrated measurement:
- Measurement check-ups, audits and consultations
- Communications dashboard development
- Daily, weekly or monthly measurement reports
- Traditional media content analysis
- Social media content analysis
- Competitive intelligence and benchmarking
- Monitoring and measurement tools assessment
- Monitoring and measurement tools management
- Opinion polling, surveys and audits
- Advocate/badvocate profiling
- Advocacy network analysis
- Full marketing mix analysis
Weber Shandwick offers the following strategy consulting services, fueled by measurement and best practices, to address specialized client needs:
- Corporate positioning and messaging architecture development
- Brand identity and value proposition development
- Competitive analysis, benchmarking and strategy consultation
- Executive casting analysis and platform assessment
- Thought leadership planning and agenda development
- Social media, social marketing and online community strategy development
- Integrated marketing and communications “leverage point” analysis and consultation
- Advocacy Ignition planning and development
For more information, or to arrange an initial "measurement check-up," please contact
tmarklein@webershandwick.com or
istarrett@webershandwick.com.