The Measurement Revolution with Steph Bridgeman

On our PR in the Real World podcast, Steph Bridgman, founder of Experienced Media Analysts, drew on her extensive 25-year career in media measurement and evaluation to pass on some valuable tips.

Steph described how measurement has become crucial in PR, how AI is impacting the industry, how Google Trends can level the playing field, and how PR will operate in the future in a perpetually fragmenting media landscape.

Here are some key insights from our discussion with Steph:

Get Serious About Measurement

While advertising has historically been good at measuring its impact with increased sales or changes in consumer behaviour, until recently PR has been lagging behind. With technological changes and by using the AMEC framework, the ability to measure the impact of PR has never been easier, nor more vital. Measurement isn’t just about proving success or ‘marking homework’, but it can be about refining your approach.

PR is Tangible

The idea that the benefits of PR are often intangible is a myth. Measurement is available and it’s essential, and it needs to be considered right from the outset. By using data, you can prove your campaign has made an impact, providing solid-hard evidence that PR gets results.

Know Your Goals

Understanding the end goals at the start is important as it allows you to optimise your approach as you go. Effective measurement means knowing what to measure, consequently ending up with better strategies. Failing to grasp this could mean falling behind. It can be reductive to consider measurement as simply counting press coverage or other arbitrary targets, as not all goals revolve around media exposure. Instead, the key is to use objectives achieved as a metric. For example, in education, a common goal is to increase enrolment; therefore, the real key measure would be admissions numbers, not instances of coverage.

Data is Gold

The PR world needs creative wordsmiths but it also needs data-led strategists. The two working together is crucial. Media fragmentation means having to compete harder for attention. The incorporation of data allows PR players to continue to identify their target audiences with increasing accuracy to compensate for the new media landscape.

Little David PR Agencies Can Access Goliath Tools

Access to large data sets has been democratised which, if you know where to look, can level the playing field between plucky PR specialists and large firms. Commonly available tools like:

• Google Trends allow users to see what search terms are trending anywhere, anytime between now and the last 20 years.

• Social media analytics provide sophisticated insights.

• Even tools as common as Excel can be leveraged to really understand your business outcomes.

Simply by being curious, diligent with your practices and putting information into data sheets, you can gain valuable insights that you might otherwise have missed. This fundamentally changes the game.

Why AMEC’s Work Is The Key

AMEC (Association for Measurement and Evaluation of Communication) has been a prime mover in bringing structure to the PR measurement world. Their frameworks emphasise goal setting, outcomes and a holistic approach to success. The AMEC way means PR specialists are no longer chasing coverage for coverage’s sake but truly aligning their strategy with a specific brief, hence enjoying desired results.

AI-The Risk Factor

AI has the potential to make professionals more productive, but there is a danger people might become dependent on the limitless and easy output that AI can provide. You should be sceptical of the answers AI can provide and take care with the information you present it with. Even with AI, a good professional will still need to ask good questions and remain intellectually engaged.

Final Thoughts: Steph says: “With the increased media fragmentation and AI advancements, maintaining curiosity and engagement is essential. By using the right tools, we can boost our craft and keep telling impactful stories.”

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