Morningstar’s Matt Tidwell Joins Panel to Tackle an Age-Old Issue: PR Measurement

Our own Matt Tidwell joined leaders from VML, PR Newswire and Meghan Neher Public Relations for an International Association of Business Communicators (IABC) event on Thursday, June 16^th entitled “A 360 Look at ROI.”

The panelists presented to nearly 70 attendees from throughout the Kansas City business communicator community.  Matt provided his perspective as an agency leader as well as his experience as a corporate-side communicator.

He discussed key factors when measuring public relations success, including knowing the metrics of your business and what is important to the client, focusing on outcomes rather than outputs and managing expectations. Matt acknowledged the introduction of new online tools in PR measurement, but maintains PR professionals should always determine the individual business’ PR goals first.