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Cross-posted to the blog of UO PRSSA

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The secret to a standout resume is to measure your results, and you’ll need to plan ahead to do this. Here are the steps to follow:

1.    Identify the ultimate goal of your efforts. Why are you about to engage in this public relations endeavor? What is the purpose?

2.    Set objectives. Your objectives are how you measure whether you’ve achieved your goal, so each objective must be measurable. To set objectives, you’ll want to find out what your past performance was. You want to do better than last time, but you don’t want to set objectives that are tough to reach. Make sure to set your objectives with your manager.

Ideally, you’ll have access to the organization’s prior performance, so you can report the difference you have made (e.g., increased museum memberships by 5 percent).

If you cannot get information about the organization’s prior performance, you can at least report on your resume whether you met your objectives, and you can potentially report that you exceeded your objectives by a particular percentage (e.g., exceeded attendance objective by 20 percent).

If you will manage your organization’s social media, make sure to use tools to measure your organization’s performance before you take the helm. You can find these tools through an Internet search for “[name of tool] measurement.”

Some of my favorite measurement tools are Edelman’s TweetLevel and BlogLevelStatigram, and PinPuff. There are plenty of other good tools, as well. Facebook has built-in metrics you can use through Facebook Insights, which you can access as soon as you’re an account administrator. Make sure to record the “before” scores, so you can measure the percentage of improvement at the end of your internship. You might also take some screenshots of the before and after measurements, which would be good visual illustrations for the professional portfolio you’ll prepare during J454.

Another important online tool is bitly, which you can use to measure the number of times people have clicked on a link you share.

3.    Measure your results. To figure out the percentage change between your performance and the prior performance, follow this simple formula:

A. Subtraction: Your performance – prior performance = X
B. Division: X divided by the prior performance

Then move your decimal to the right by two numbers, and you have your percentage change.

If you’re interested in reading more about measurement, subscribe to Katie Paine’s blogcheck out one of her books from the library, or do both. Best wishes with your summer internship!

Photo Credit: MarcelGermain via Compfight cc

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(In the video, Frank Ovaitt invites PR scholars to share useful, practical findings with the IPR audience.)

This year’s IPRRC included exciting studies. Since it is safe to mention conference findings without disqualifying anyone from having their studies considered in an academic journal, I’d like to highlight one of the many presentations I am thinking about from IPRRC.

We know from Tina McCorkindale, Marcia DiStaso and Hilary Fussell-Sisco’s research that a “like” on an organization’s Facebook fan page doesn’t equal engagement.

Considering Groundswell’s social technographics, we know that even spectators can be engaged (i.e., people who do not “like” or comment).

So how do we measure engagement in a way that includes spectators and excludes people who might click “like” but do not have a real connection with the organization?

Minjeong Kang offers an answer with her public engagement scale, which has three components (alpha=.91).

1. Affective commitment (alpha=.89)

  • Feel emotionally attached
  • Feel like part of the family
  • Feel a strong sense of belonging

2. Positive affectivity (alpha=.89)

  • Interested
  • Attentive
  • Excited
  • Enthusiastic
  • Proud

3. Empowerment (alpha=.89)

  • Can make differences
  • Determined to develop the organization
  • Have a control over the organization’s decision making
  • Confident about the ability to improve the organization
  • Collaborate with the organization

There were many other great studies! You can see highlights from a handful of them, thanks to Constantin Basturea, who has aggregated highlights from the #IPRRC Twitter feed.

Also, you might enjoy reading my highlights from IPRRC two years ago.

IPRRC attendees, what was one of the studies that interested you at the conference?

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