Google Relations: Good for PR?
I once wrote an e-book about PR measurement. I never released it; it’s still tucked away on my hard drive; the world changed around us and the content felt less relevant.
Still, “measurement” is a topic that’s been close to my heart for a long time.
One of the ways that “the measurement question” has evolved recently struck me as I discussed metrics with a client last week. Among the objectives that they wanted on-the-table was this one:
“At least 5 articles about (CLIENT) – with a link – on mainstream media and/or blog sites with a Google PageRank of 4 or higher.”
Heady stuff, eh? The dawn of Google Relations is at hand.
I can’t say that I was surprised, distressed or even nonplussed. Even though I am a big believer in Quality vs. Quantity when it comes to media coverage, frankly, my gut reaction to this suggestion was:
“Of course. Makes sense. Everything is migrating online; online coverage lives forever; and, Google is the arbiter of relevancy (for now). Relevant content that is easily discovered via a popular site is likely going to do more for the client’s sales funnel than a brilliant hit in a 3rd tier hardcopy channel publication. Thus… why not?”
Meanwhile, as the brilliant measurement guru KD Paine noted (hat-tip to blogger Chris Abraham), the move to all-things-online has been a boon to PR practitioners who have historically struggled with The Measurement Question.
“I have PR clients that can absolutely tell you the impact that THEIR efforts have on consumer behavior. Facebook can track specific PR initiatives to increased user signups — their most recent sponsorship of the pre-NH primary debate resulted in 1,000,000 sign ups. Similarly, the ASPCA knows exactly which type of news generates the most new members and on-line donations. Never mind the work that Procter & Gamble has done to tie its PR efforts to increased sales.”
This is all headed somewhere. I think – and hope – that it’s headed toward a consistent standard. I abhor the apple:oranges ratios enforced by the red-headed stepchild of measurement, the “ad-sales equivalency model.” Yet this metric continues to be debated and asked-for by some clients. Perhaps the online migration of PR results will lead to a fitting standard that we can all measure up against.
Now, as much as I want you to subcribe to this blog, if you’re into “the Measurement stuff” you’ll be far better served at KD Paine’s spot or by Kami Huyse’s consistently high-quality Communications Overtones blog.
Posted on: January 28, 2008 at 4:44 pm By Todd Defren
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I keep trying to respond to this thread but it never shows up. I just wanted to say that I didn’t know you were such a closet measurement geek. Very cool.
Online content lives forever? Please, Mary! Try tracking down a specific article on a magazine or newspaper or TV station’s Web site! Their archiving is horrible. If it’s even there, they’ll probably make you pay for it. Links go dead within months. It’s not all it’s cracked up to be! Very few sites get this right.
Todd:
I liked the metrics article just fine but what really caught my attention was that in this world of brain dumping on to the web, you actually wrote an e-book, read it and did NOT publish it.
That’s outstanding. I wish MORE people would use the editor’s delete button in the common sense file of their brain.
Thanks for being smart.
Best always,
- Peter
Todd:
I liked the metrics article just fine but what really caught my attention was that in this world of brain dumping on to the web, you actually wrote an e-book, read it and did NOT publish it.
That’s outstanding. I wish MORE people would use the editor’s delete button in the common sense file of their brain.
Thanks for being smart.
Best always,
- Peter
Interesting concept. Measurement in the world of ‘green social media’ is less advanced than it is in the traditional high tech pr arena but I look forward to learning more from your posts (and that of KD Paine) about ‘Google Relations’ and its impact on pr measurement.
Keep up the good work.
Wow, no one’s called me brilliant since my father died in 1990. You just made my day! Just got off the phone with a PR Research student trying to convince her to do pre/post relationships metrics on a social media program — now THAT would be interesting measurement.