Survey: 101 CCOs on PR Measurement
Nasdaq Corporate Solutions and KRC Research conducted a survey of 101 CCOs across North America and Europe who work for companies which had at least $500 million in annual revenue. The purpose of the research is to shed light on the attitudes and behaviors among today’s CCOs toward performance measurement and organizational KPIs. More specifically, we wanted to learn more about the effectiveness of KPI measurement, the pros and cons of a KPI system, the types of KPIs used by today’s CCOs, and their measurement practices.
An analysis of the data suggests communications leaders are taking a mature look at measurement and how their activities track against business goals. Yet CCOs still struggle with which key performance indicators (KPIs) to prioritize and their ability to shape the measurement strategy at their company.
Highlights from the CCO Measurement Survey include:
- Convergence of PR and Marketing
65% of CCOs are accountable for one more marketing KPIs, illustrating the convergence of PR and Marketing.
- CCOs Value Far More KPIs than the Number They Actually Track
90% of CCOs agree on 12 different KPIs to continue tracking. Yet they actually track far fewer.
- Lack of Influence on KPI Selection
55% of CCOs have the ability to influence or change KPIs.
- Advertising Value Equivalency (AVE) Still a Favorite KPI
CCOs were asked to identify the most important KPI to track. Top 3: Customer Lead Conversion (16%), Brand Awareness/Consideration (15%), Advertising Value Equivalency (10%).
Check out the infographic for highlights from the survey and download the full report.
ABOUT NASDAQ CORPORATE SOLUTIONS
INVESTOR RELATIONS I PUBLIC RELATIONS I COMMUNICATIONS I BOARD MANAGEMENT
Nasdaq Corporate Solutionshelps organizations manage and master the two-way flow of information with their audiences. Around the globe, market leaders rely upon our unmatched suite of advanced technology, analytics and consultative services to maximize the value of their work—from investor relations and corporate governance to public relations and communications.
Get everything you need to power your PR programs and spotlight success to your stakeholders from one strategic partner. Global press release distribution and media contacts. Interactive webcasting and multimedia to bring your story to life. Monitoring services to track your coverage, and intelligence to help you see the big picture.
Follow us on Twitter: @MyCorpSolutions
Follow us on LinkedIn: Nasdaq | INTEL
This communication and the content found by following any link herein are being provided to you by Nasdaq Corporate Solutions, a business of Nasdaq, Inc. and certain of its subsidiaries (collectively, “Nasdaq”), for informational purposes only. Nasdaq makes no representation or warranty with respect to this communication or such content and expressly disclaims any implied warranty under law. Nasdaq, the Nasdaq logo, and Nasdaq Corporate Solutions are registered and unregistered trademarks, or service marks, of Nasdaq, Inc. or its subsidiaries in the U.S. and other countries. ©Nasdaq, Inc. 2017. All rights reserved.
Comments or opinions expressed on the blog are those of their respective contributors only. The views expressed on this blog do not necessarily represent the views of Nasdaq, Inc. or any of its affiliates, or its or their management or employees (collectively, “Nasdaq”). Nasdaq is not responsible for, and disclaims any and all liability for the content contributed by contributors to the blog.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.