Five percent has been commonly suggested as a rule of thumb for how much of your public relations program’s budget should be spent on measurement. If you asked the CEO of a large measurement company, however, you might expect him or her to suggest a somewhat higher figure. And so it is.
Mark Weiner, CEO of Prime Research Americas, has written an excellent post on the subject: “The 10 Percent Rule Is a Myth: Six Smarter Ways to Determine the “Right Amount for PR Reseearch.” In it he suggests spending anywhere from 1 to 20% on measurement. But the percentage is not the point: his argument is that there is no rule of thumb:
The suggestion that there is a specific investment threshold is misdirected. Like so many of the “rules” of marketing and communications, the ten-percent rule is a myth. The fact is, the proper percentage of spend depends entirely on the specifics of the situation...
Mark lists half-a-dozen helpful guidelines for how to determine how much to spend on measurement. And that is his big point here: You’ve got to figure out what makes sense for your organization and program. “Create organizational—rather than conventional—wisdom by recognizing your aspirations and limitations before spending the first dollar.” Read the whole post on the commpro.biz blog here.
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--Bill Paarlberg is editor of The Measurement Standard blog and newsletter, and of Katie Paine's new book Measure What Matters. The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement.
“Do not believe in anything simply because you have heard it. Do not believe in anything simply because it is spoken and rumored by many… Do not believe in anything merely on the authority of your teachers and elders... But after observation and analysis, when you find that anything agrees with reason and is conducive to the good and benefit of one and all, then accept it and live up to it.” 
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