Tuesday, May 02, 2006

The 5 Evils of Agency PR: #2 - Measurement

This is #2 in a 5-part series of posts that discuss the "Five Evils of Agency PR." Specifically, we're talkin' about the 5 prevailing reasons for firing a PR agency.

#1 - Employee Churn.

#2
- Measurement Misunderstanding

Unfortunately everyone seems to have a different opinion about how to measure Public Relations success. When the client asks the PR firm, “How do we know if we are moving the needle?” they are probably frustrated by an answer that leads to a forlorn-looking clip-book.

What do you think about PR measurement?

Do you like the Ad-Value Equivalency approach? Do you like Share of Voice? Do you think that the Share of Voice model will gain more clout and sophistication, thanks to the rise of blogs? Do you think it is possible to help clients ascertain how PR impacted their inbound lead flow? Do you think that a fat clip book is enough? Do you think that the CMO will feel increased pressure to quantify the revenue impacts of each & every marketing program?

I will not use this post to go off on yet-another toot about tying PR to Sales. But I'll have a lot more to say on that subject, soon. Will you?

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