We’ve always taken PR measurement seriously here at PAN, applying the PANoptic method to all of our programs. That commitment doesn’t end with the fancy title or simply lie with a few individuals who happen to understand particular measurement tools. We believe every employee should be empowered not just with the right tools to measure PR programs, but also the ability to glean actionable insights.
To that end, last week I had the pleasure of sitting down with a group of colleagues who are as passionate about measurement as I am—well, if they weren’t before, they certainly are now—as part of the launch of our PANopticMVP training program. The certification program follows our philosophy that training individuals on how a single measurement tool works simply isn’t going to cut it. We as PR practitioners need to understand more than how to pull the data. We need to know what to do with the data once we get it, and more importantly, how to take a step back and analyze how that data fits into the bigger picture. That’s the key to discovering valuable insights that fuel PR strategy and drive continuous improvement.