Pragmatic view on PR measurement

The Institute for Public Relations IPR has published an interesting study on PR measurement, suggesting ‘Weighted Media Cost’ as a pragmatic (and scientifically valid) method of correlating media coverage with business outcomes. Quoting Bruce Jeffries-Fox that “[the PR Industry] may have thrown the baby out with the bathwater” when jettonising AVE as a measurement method altogether, the paper explores how the – often quite obvious – relation between media discussions and e.g. product sales can be described. Great reading for anyone interested in PR measurement and evaluation.

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