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Public relations

Measurement: the weapon that makes PR deliver better results

Ninety years ago Claude Hopkins wrote “Scientific Advertising”. This showed that by measuring the sales resulting from particular advertisements, bad ads could be ditched and the best techniques learned. PR practitioners, however, are only just catching up. In his book on measurement, Mark Weiner says that the PR industry has lagged behind because of “loosely defined professional […]

Categories
Public relations

What’s the return on investment for public relations?

This is the question many in the PR industry want to avoid. That’s because most of the PR industry has been terrible at measuring or estimating its results. Traditionally, PR practitioners measured their success not by ROI but by the number of column inches they secured, or by estimating the “Advertising Value Equivalency”. That’s a […]