Why aren’t we measuring?

October 19, 2006 at 9:27 pm Leave a comment

A real gem of a paper here (.doc) by Jim Macnamara, a well-know PR evaluation specialist from Australia. He provides an interesting response to the question “why don’t communication professionals measure more?”:

This is the real reason for lack of commitment to measurement. Most PR practitioners do not proactively use research to measure, either for planning or for evaluation, because in their worldview, it is not relevant. When one focuses on and sees one’s job as producing outputs such as publicity, publications and events, measurement of effects that those outputs might or might not cause is an inconsequential downstream issue – it’s someone else’s concern.

A very interesting conclusion – the focus on production is something I’ve seen a lot – I think there is certainly some truth in what he says.

Read the full article here (.doc).

And thanks to K D Paine for sharing this paper with us.


Entry filed under: Communication evaluation, PR evaluation.

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