We're still on cloud nine at Belle PR following our recent success at the 2026 PRINZ Awards.
Taking home the iSentia Excellence in Research, Measurement and Evaluation Award was a genuine honour. In a profession often associated with creativity, storytelling and media coverage, it was especially rewarding to have our work recognised for something equally important: proving impact.
The award celebrates excellence in research, measurement and evaluation. They're three words that don't always generate the same excitement as a front-page headline or a viral social media post. Yet they sit at the heart of effective communication.
Shortly after the awards, a fellow communications professional approached us while completing their APR (Accredited in Public Relations) and asked if they could quote us in an assignment discussing the value of measurement and evaluation.
Gosh, how flattering is that?
They asked a simple but important question:
Why does research, measurement and evaluation matter?
It's a question we believe every communications professional, leadership team and board should be asking.
The biggest misconception in communications
Too often, communication success is measured by activity.
How many media releases were sent?
How many social media posts were published?
How many newsletters were distributed?
How many people attended an event?
We regularly see these types of measures reported as KPIs to leadership teams and boards. The problem is that while they tell us what was done, they don't tell us whether it worked.
The real question is whether those activities achieved the change they were designed to create.
Did public trust increase?
Has awareness improved?
Has stakeholder understanding changed?
Do people feel more confident in your organisation?
Has your reputation been strengthened?
Did people take the action you wanted them to take?
That's where meaningful measurement begins.
Start with the outcome, not the activity
One of the most valuable shifts an organisation can make is to define the outcome first and the measurement second.
For example, if trust and confidence are the key concerns of your board or leadership team, counting media clippings won't give you the answer. Instead, you might:
Establish a baseline through research or stakeholder surveys.
Measure trust and confidence at regular intervals.
Analyse sentiment in reviews, feedback and stakeholder commentary.
Track changes in confidence levels over time.
Assess whether your organisation's key spokesperson is being quoted in a way that positions them as credible and trustworthy.
If awareness is the goal, you might measure whether more people recognise your organisation, understand your purpose or recall your key messages.
If engagement is the goal, the question isn't simply how many people attended an event. It's whether attendees found value in the experience, changed their perception, or took action afterwards. While a full room is encouraging, a full room that leaves with a better understanding, stronger support or a commitment to act is impactful.
Research helps us make better decisions
Winning the PRINZ Award for Excellence in Research, Measurement and Evaluation was incredibly special, not simply because it's national recognition, but because it acknowledges an approach we believe deeply in.
At Belle PR, measurement isn't something we add at the end of a project. It's woven through every stage of our work.
Research helps us understand audiences before we communicate.
Measurement helps us understand whether we're making progress.
Evaluation helps us understand what worked, what didn't, and what we should do next.
Together, they allow organisations to make better decisions, invest resources more effectively and demonstrate genuine value.
The question every organisation should ask
With the growing number of comms and PR professionals over the past 20 years, largely driven an influx of former journalists, has the whole point and value of the comms role been lost?
Great communication isn't just about audience reach and getting noticed. Great communication is about making a difference.
If you can't measure the difference, how do you know you've made one?
Perhaps the most valuable question any organisation can ask isn't "What activities did we do?" It's: "What changed because we did them?"
That's where the real value of communications and public relations is found.
What happens next?
If there's one thing we'd encourage organisations to do, it's this: take a fresh look at the communications measures you're reporting to your leadership team or board.
Ask yourself:
Are we measuring activity or impact?
Do our measures align with the outcomes we want to achieve?
Do we have a baseline to measure against?
Are we capturing changes in awareness, trust, understanding or behaviour?
Can we confidently demonstrate the value of our communications investment?
The good news is that meaningful measurement doesn't always require a large budget or a complex research programme. Sometimes it can be as simple as asking the right questions, gathering stakeholder feedback, analysing sentiment, tracking behaviour change or establishing a benchmark before a campaign begins, and that's where we can help.
At Belle PR, we're genuinely passionate about helping organisations move beyond counting outputs and towards measuring what really matters... so you achieve results! Measurement is a strategic tool for building trust, strengthening reputation and creating lasting impact, and so if you want to take a look at what (if anything) you're measuring or how to assess the value of your comms efforts, let's chat!
