This is written with huge thanks to Aesop’s original fable about the sun and the wind and the bet they had about who could get a man to remove his jacket.
Too often PR measurement is little more than an end of term report, assessing whether the agency or in-house team did broadly what it said it would. Continue reading “Are communications people’s heads wired differently?”
The communications industry has long struggled to prove the value of its work. In part, the answer must be to do more self-evidently valuable work, but making the case beyond that has often been haphazard. Continue reading “In defence of advertising value equivalents (AVEs)”
The PR and communication industry is struggling to remain relevant while other marketing disciplines are running rings around it. Continue reading “How communications might remain relevant”
The communications industry should temper its view of where it fits in the world. Too often PRs rush into a crisis with missionary zeal. If only the communications had been better all the drama could have been avoided, they say. Continue reading “A little humility (or realism), please.”
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.
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 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”
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.