Published in PR Week UK the 19th november, an article published by Claire Spencer from the IPR of UK.
Some exctracts:
Knowledge is fundamental to PR planning and evaluation, but this is where we have made the least progress as a profession, despite having a mature media evaluation industry and a trade body committed to best practice in measurement, and countless award schemes to recognise the best of the best.
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We should not confine our understanding of PR effect to media output.
Not only is the media just one channel of communication, the metrics used to measure coverage are inadequate.
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Measurement must show a clear correlation between reach and frequency and PR effect, such as an uplift in sales. We must remember that PR is highly influential in achieving a variety of business goals. It can create strong uplift of consideration for products and services, and reinforce brand image and build reputation.
A very interesting article. I am following for a long time the IPR activities and I appreciate their effort to lead, educate, improve the PR industry. But I wonder if they are blogging aware ....
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