Last month the Transportation Research Board’s annual meeting brought more than 11,000 people to Washington DC to share research and best practices in all facets of transportation. I was fortunate and honored to have a few minutes to talk about how state departments of transportation are using social media in the public involvement process.
Measurement in public relations is a difficult topic. While everyone agrees it is important, there is almost no agreement on the right approach, techniques and data. We live in an age of tremendous technological innovation and data surrounds us. Piles and piles of data. But we really do not agree on measurement.
For the transportation communicator this can be a challenge, especially when trying to build a case for executive support and investment in robust outreach and engagement campaigns. How do we, as a profession, show a return on investment or a proof of performance for well-meaning organizational leadership that may not fully understand our business?