In this episode of the Sports PR Huddle, host Tim Miller and guest Katie Paine (CEO and founder of Paine Publishing) discuss the importance of measurement in public relations, particularly in the sports industry. They explore Katie's journey in measurement, the challenges PR professionals face in proving their value, and the significance of understanding business priorities. The conversation emphasizes the need for effective metrics, the concept of 'champagne moments' as indicators of success, and the importance of collaboration in establishing measurement systems. Katie shares practical advice for PR pros to start measuring effectively and stay curious about data, ultimately aiming to enhance their contributions to organizational goals.

Listener Takeaways:

• Measurement is crucial for proving ROI in communications work.
• Understanding business priorities is essential for effective PR measurement.
• The concept of 'champagne moments' helps define success in PR.
• PR can measure its contribution, not just attribution.
• Starting with pilot projects can help build confidence in measurement.
• Avoid introducing bad metrics that mislead senior leadership.
• Effective measurement requires collaboration with senior leadership.
• Awareness alone is not enough; trust and engagement matter more.
• Using acceptable proxies can help demonstrate PR's impact.
• Continuous learning and curiosity about data are vital for PR professionals.

Notable timestamps:

00:00 Introduction to Sports PR Huddle

03:00 The Journey of Measurement in PR

10:21 Understanding PR Measurement and Attribution

19:30 The Champagne Moment: Defining Success in PR

27:18 Starting Your Measurement Journey

35:36 Acceptable Proxies in Measurement

41:00 Staying Curious About Measurement

Keywords:

Sports PR, Measurement, Communication, ROI, Public Relations, Marketing, Data Analysis, Audience Engagement, Metrics, PR Strategies