intelligent measurement

PR Measurement – Catch 22

August 4, 2008 at 8:30 am Leave a comment

PR Week has recently published their Marketing Management Survey (pdf). Amongst other subjects, the survey asked US-based marketing excutives about measurement and their activities. Ed Moed of the Measuring Up blog points out that the survey “rehashes many of the same weary and misguided perceptions” on PR measurement, notably:

“PR is a difficult one to measure.”

“ Clients value PR, but question its value because they think it can’t be measured”

“In an economic climate where budgets are tight, research and measurement are very often the first portions of a PR budget to be cut. Yet measurement is necessary to prove ROI, which can help increase budgets, providing a Catch-22 situation…”

As Ed points out “People, public relations can be measured.” I couldn’t agree more, read Ed’s full post on his blog.

Glenn

Entry filed under: Communication evaluation, PR evaluation.