#MediaMonday - Jeana Shepard
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Ruler - Measuring SuccessWe all know the value of measurement.  We all know we should measure things.  But are you measuring the right things?

One of the sessions I attended at this year’s Counselors Academy was on measurement.  And thanks to the sense of humor of Mike Neumeier from the Arketi Group in Atlanta, I paid attention and found a few takeaways.

He was kind enough to share his presentation and his “final thoughts.”  I’ve included a few of my own as well.

  • Measurement is possible for every organization, starting anywhere is better than not starting at all.
    • So true – even if you don’t have a large budget, be curious, ask questions, read trade journals, etc. You can always find something to measure.
  • Know what you are measuring, why you are measuring it…and your measurements’ limitations.
    • We learned this one the hard way. When you fail to ask what the success measures will be no matter how awesome the program implementation is, you will not be a success.
  • Measure everything.
    • But measure the right things.
  • Align your program to how your client measures success.
    • See above. If success to you is the front page of the local daily and success to the client is how many people come to a workshop, you are headed in the wrong direction.
  • Leverage data you are generating now to provide a road map for the future.
    • There are lots of places to get data – know where you are starting and where you want to go. Refer back to that data often to see if you are on the right track.
  • The more you are able to let data showcase your success, the more you get paid.
    • Well, that would be nice. And it is most definitely true.  When you develop a strategy, with clearly defined goals and you implement it and can show that it is successful, it stands to reason you’ll be asked to keep doing it.
Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

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