As budgets get tighter and marketing expenditure requires that extra bit of justification, the question of PR measurement once again rages. Richard Stacy in his social media blog tells a lovely story which has relevance to this debate. The moral of his story is make sure you measure the right thing . PR measurement still tends to focus on media clippings or the odd reputation study. Rarely do we measure the full system that we are looking to influence. This must change. Brands with more advocates build reputation and sales more cost effectively than their competitive set. It’s a proven fact. Surely analysis of this should be PR’s ultimate measure?
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