Stuck in the echo chamber?

Confirmation bias happens when people are unable to see or accept contradictory views. When we look for reinforcement of our own opinions and hang out with others who continually validate how we think. That extends to professional practice. We’ve noticed it a lot in PR and communications.

Some of the ways it manifests are truly scary.  For example, perpetuating the myth that the impact of media coverage cannot be measured.  Or that we still need to supply AVEs because ‘the board wants them’.  How can we still be accepting that excuse when only 17% of CEOs believe their comms team is well prepared to help manage risk and deliver value (Weber Shandwick, January 2025)?

Part of the problem is that PR conferences, special interest groups and industry bodies contribute to the echo chamber effect. We’ve been hearing and reading the same things for decades, for example:

• The role of PR is to protect reputation, it’s advertising and performance marketing that generate sales

• It’s ok to measure whatever you can, even if it’s not consistent, is mainly qualitative and doesn’t provide like-for-like comparisons over time

• Volume of coverage is a sensible starting point for effectiveness analysis, rather than identifying which coverage people read and engage with

• Media evaluation data is ideal for effectively managing a crisis, even though it measures what the media cares about, rather than consumer and stakeholder response to unfavourable headlines.

The reality is that media coverage has the power to make and break brands and organisations. It influences perceptions and purchase consideration in the same way that advertising does – creating brand lift and drag. It also works alongside performance marketing and advertising through the funnel to make a quantifiable contribution to sales revenue; share price and other metrics the board really cares about.

Metricomm can help you elevate the PR function in your organisation by refusing to accept bland and misleading metrics and moving the conversation on to tangible outcomes.

Demonstrate the important role PR plays in your marketing mix. Step outside the echo chamber and get in touch via the form below or by using hello@metricomm.com, to find out more.