PR Measurement and the Economic Downturn

The hot topic at the moment is the uncertain economic environment - something that is rearing its head in all industries and all walks off life today. As I have mentioned in previous posts, I am keen to explore over time what impact this changing landscape will have on the PR industry next year, particularly in Australia.

As PR budgets are typically the first to get stripped in organisations, will we see PR evaluation and measurement become an even more crucial tool for reporting in this uncertain economic time? Will we increasingly use it as a means for us, as PR professionals, to justify our worth?

And as my MD, Graham White, put it nicely: "More than ever we need to be accountable and in a recession, PR has to be part of the effectiveness mindset."

I'll be interested to see if the big agencies create, brand, package and sell PR measurement methodologies unique to their businesses and to their clients. If PR agencies are not already using PR measurement as a fundamental tool for measurement and follow-through on client campaigns and projects, surely it is something they will look to in the coming year.

Despite the importance of PR measurement and evaluation in this uncertain time, I would have to agree with many wise people before me that historically PR measurement has been (and still is) elusive. The complexities of measuring PR are never black and white.

I am interested in your take on this topic. Will we iron out the problems we have historically had with PR measurement? Will evaluation become second nature for PR professionals (if it isn't already)? Will PR take a hit from the economic downturn?