Measurement Advice From a Non-Measurement Person

PRSA Learning
Written By Paul Kontonis

Yoo Mee Pontonnier, Marketing Manager, KGRAA few years ago, when I was AMEC’s Chairman, the CEO Barry Leggetter and I had breakfast with a couple guys from Hotwire PR who had a cool idea. We should have something called Measurement Week and focus on education of PR professionals about the role of measurement in their work. It was so successful, it became an entire month! This year it was September.I asked one of our staff, Yoo Mee Pontonnier, to share with us what she took away from Measurement Month this year. She runs marketing for KGRA and does not do measurement work. So, her takeaways in this column really reflect those of someone who does not live in the measurement world every day. Or, as she called it “A non-researcher’s takeaways from AMEC Measurement Month.” — David RocklandAt KGRA, I am surrounded by exceptional researchers on a daily basis. However, I am a fully right-brained individual who is as far from a researcher as you can possibly get. So when I first joined the group, I often thought to myself: “I know it’s important for our clients to prove the value of their PR efforts, but I don’t really get it and I have no clue where or how to start!” AMEC Measurement Month is a good place to start learning.Fortunately for you, you don’t have to wait another 11 months to start on your measurement education. There are a ton of free resources available to you online (for example check out the Ketchum Blog or the Resource Centre on AMEC’s website) or better yet, find a researcher (preferably one from KGRA) and just ask them questions! [author]About the Author: You Mee Pontonnier is the marketing manager for KGRA. She has a very diverse background including time with Esté Lauder Companies and Christie’s Wine Auction. You many reach her at youmee.pontonnier@ketchum.com. [/author]

This article originally appeared in the November 2017 issue of Tactics

Interested in learning more about Measurement and Analytics? Register for PRSA’s Measurement and Analytics Management Certificate Program https://bit.ly/prsamacp

Paul Kontonis

Paul is a strategic marketing executive and brand builder that navigates businesses through the ever changing marketing landscape to reach revenue and company M&A targets with 25 years experience. As CMO of Revry, the LGBTQ-first media company, he is a trusted advisor and recognized industry leader who combines his multi-industry experiences in digital media and marketing with proven marketing methodologies that can be transferred to new battles across any industry.

https://www.linkedin.com/in/kontonis/
Previous

Should Cars Drive Themselves?
Next

Are You Ready for a Crisis?