Where did the inputs go?

Posted by Milos Sugovic 

How many times have you heard this question: “Should we measure outputs or outcomes?” The discussion of measurement in PR is flooded with a debate over which is a “better” metric: outputs or outcomes. Can you guess what the conclusion is always? You got it right - it’s “both.”  

So why the debate? Well, in essence, it’s a discussion around opportunity cost of doing each, be it in terms of financial resources or time, and usually doing the former over the latter is considered to be “cheaper.” But as technology and software develop and data becomes more readily available, the discussion will lose steam. Untill then, it’s a valid debate only if you consider outputs and outcomes to be perfect substitutes.  

I don’t and here’s why: In essence, you measure outputs to “keep score” on the PR campaign. Are we receiving coverage in target publications? Is the coverage favorable? Are we featured in these stories? And how is all this changing over time so we can diagnose and tweak? On the flip side, you measure outcomes to see how the PR campaign is “moving the needle.” Has public perception changed? Is the brand more readily recognized? Are sales or product inquiries showing growth? And how can we diagnose the PR campaign as a result.  

It’s that simple. Both are equally important and both are powerful diagnostic tools. But what about the inputs? Why are they always left out of the mix? 

From a business intelligence point of view, inputs are the “strategy” that guides the PR campaign. Usually, it’s based on qualitative competitive research, an examination of industry trends, a SWOT analysis, and/or consumer insights. But the input most often overlooked is that other form of quantitative analysis: market research. And I’m not talking about “research for ink.” 

So I pose the following question to you: Before you measure what your target audience is hearing shouldn’t you measure what it wants to hear?  

A successful PR campaign starts with a good idea and a well-designed message. Market research can, and should, be an integral part of this process. It channels the thinking, helps you find that good idea, and confirms the potential for success. Most importantly, it helps you uncover the target audience, its behavioral and demographic characteristics, and what will affect its brand, product, or company perception most significantly. It becomes an empirical question. 

So before you go to market with a message and start measuring PR outputs and outcomes, invest resources to figure out what messages the market demands. Don’t forget the piece of the puzzle that keeps it all together.  

By investing in market research up front, your communications initiative goes beyond being strategic and becomes research driven. It’ll generate highest returns, and if you please, you can measure its success in terms of outputs and outcomes.