Unique PR Measurements From Silver Anvil Winners

Posted on August 28, 2010 by cPR 2 Comments

As a national judge for the Silver Anvils, I see lots of ways PR professionals try to judge their own success in a campaign. While even the largest firms still try to pass impressions or ad equivalencies off as a measurable objective (which I loathe – see past blog entry here), there were a couple of unique ones I found interesting.

Most of them had to do with social media.

For instance, one entry was for an online business who needed to grow their online presence. Sure, the campaign used traditional media relations to garner awareness, but they also attacked Twitter and FaceBook to build online engagement. Using a variety of messages to reach key influencers, who in turn had many online followers, they were able to continually build a following of “friends” who shared a passion with what the online business offered.

While they had ambitious goals of gathering friends, needless to say was that the program had definite measureables that could be tracked back to a public relations only campaign. It was a one to one relationship that was easily tracked, measured and caused 100 percent by effective PR.

While many still attempt to pass off general objectives as a defining element to their campaign, it is only those who have detailed measureables that win the big trophy. The next time your looking for a new metric to add to your campaign, think of how to use social media and their tracking mechanisms to build a winning program.



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    8 years ago

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    8 years ago

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