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Corbet Communications

Good communication solves business problems

Thought leadership or lazy thinking?

Too often, thought leadership is quite the opposite. It is not thoughtful and it does not lead anything. Continue reading “Thought leadership or lazy thinking?”

Why are we still having a “how to measure PR” debate?

This interview first appeared over at PRmoment.com on 7 September 2016, written by Ben Smith.

This month sees the return of AMEC’s Measurement Month so I thought it was an apt time to ask a few broad brush questions to the guys at The Measurement Practice about the measurement of public relations.

Continue reading “Why are we still having a “how to measure PR” debate?”

Good evaluation means better work

Too often the idea of measuring effectiveness sends shivers down the spines of PR and comms people.  Everyone knows it is vital to commit to evaluation, but often it is complex, potentially expensive and can be just plain difficult. Continue reading “Good evaluation means better work”

The dark side of big data

The promise of big data is at last starting to emerge for gas and electricity customers, but sadly only with regulatory intervention. Continue reading “The dark side of big data”

Measurement: time for communications to grasp the nettle

The public relations industry has for a long time lobbied to be taken more seriously around the board table.  While advertisers, sales and marketers have ruled the roost, PR and comms have been left to pick up the scraps off the table. Continue reading “Measurement: time for communications to grasp the nettle”

The Measurement Practice set up to improve comms evaluation and planning

Helping brands and agencies better understand and improve the value of their communications

A group of highly experienced communications measurement professionals have set up The Measurement Practice (TMP) to help businesses, organisations and agencies bridge the gap between the promise and delivery of communications measurement.

Continue reading “The Measurement Practice set up to improve comms evaluation and planning”

Toxic tax reform: kicking the can down the road

The sad irony of David Cameron’s run in on his taxes is that it makes it less, not more, likely that anyone will find the political courage to address the problem of an outdated international tax system. Continue reading “Toxic tax reform: kicking the can down the road”

What the sugar tax can learn from anti-smoking

Encouraging behaviour change is better than penalties

Chancellor Osborne has chosen to be seen to be doing something about the growing obesity issue, rather than actually doing something about it.  That would be more difficult.

Continue reading “What the sugar tax can learn from anti-smoking”

Economic impact, absurdity and advertising

Sometimes you need to be able to put a value on what you do. It may be a financial value. It may be a social good. It may be something else. Continue reading “Economic impact, absurdity and advertising”

Sorry? The lawyers may not be entirely wrong

The media like to knock someone when they are down and Thomas Cook is in the dock again. Castigated for having let the lawyers rule the roost. Continue reading “Sorry? The lawyers may not be entirely wrong”

Selling words by the yard

It is (sadly) not what you say that matters…

An interior design fad which surprisingly still endures is to buy books by the yard.  Leather-bound, opulent and dusty.  Classical literary tomes that give any home the veneer of educated sophistication.  An instant library. Continue reading “Selling words by the yard”

FIFA World Cup intervention reflects poorly on sponsors

The sponsors have finally felt compelled to intervene.  Actual criminal charges laid against Sepp Blatter have proven the trigger for Coca-Cola, McDonald’s, Visa and Budweiser to step in and call for change. Continue reading “FIFA World Cup intervention reflects poorly on sponsors”

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