Just Measure

Bransford, Kay
January 2005
Communication World;Jan/Feb2005, Vol. 22 Issue 1, p16
Trade Publication
The article focuses on the value of Public Relations (PR). In an age of increased accountability, competition and a drive for every department within an organization to prove its value, PR professionals must justify their existence. Businesses analyze every line item, every function and every individual in terms of their contribution to the bottom line. When PR consists of a staff of one, it's hard enough to simply get the job done, much less have the time to measure your efforts. Though large, distributed PR teams typically allocate some funds for campaign or issue-specific analysis, the cost and delay in getting results hinder a holistic approach to measurement. With more than a dozen kinds of formal research methodologies, often costing tens of thousands of dollars, many professionals feel overwhelmed when it comes to measurement. Bear in mind that with so many variations in public relations programs and objectives, there is no one-size-fits-all measurement program. The most important thing is to measure something, no matter how small it may seem. INSET: METRICS TO DEMONSTRATE PR ACTIVITIES.


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