Why automated dashboard remains inadequate for PR measurement —Expert

A practitioner in the nation’s integrated marketing communications space, and Insights Consultant at P+ Measurement Services, Philip Odiakose has stated that, despite being one of the ways of measuring and evaluating the effectiveness of tactics adopted by PR professionals,  automated dashboard still does not constitute an effective way of evaluating a PR work.

Odiakose, in a piece, titled: ‘Why Automated Dashboard is falling short in PR Measurement’ listed some of the reasons, he believes, practitioners should adopt other means of evaluating PR work, for them to have effective results.

According to him, while PR professionals use various tactics, such as media relations, influencer marketing, and content creation, to achieve their goals, measuring and evaluating the effectiveness of these tactics remains crucial to understanding the return on objective (ROO) and making data-driven decisions.

He argued that though many PR professionals have turned to automated dashboards to measure and analyse their PR metrics, in recent times, because of the level of convenience it offers, the measurement style however falls short in PR measurement.

One of its major drawbacks, he stated, remains lack of customization; since the dashboards are designed to be a one-size-fits-all solution,  and, as a result, may  not capture all the metrics that are relevant to a particular PR campaign or engagement.

“For instance, if a company is running a campaign to increase its media presence, the automated dashboard may not track all the relevant metrics, making it difficult to gauge the campaign’s success accurately,” he stated.

Another argument proffered against automated dashboards, as a PR measurement tool, is its inability to measure the quality of coverage; since they are only designed to measure the quantity of media coverage, such as number of mentions, shares, or likes.

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