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Ninety-five percent of respondents are currently measuring their PR efforts, including social media. That’s the good news. The bad news? PR folks are measuring the wrong channels.
There’s still a lot of work to be done in educating communicators about the principles and in convincing brands and organizations to adopt new standards stemming from the document.
The Web, which is predicated on analytics, has enabled PR execs to get more comfortable playing the numbers game and, perhaps more important, giving meaning to the numbers as they relate to corporate goals and financial objectives.
New business is the lifeblood of any communications agency. While the added income an agency can generate from existing clients is the best and most profitable type, obtaining new clients is critical, because there’s generally a limit to how much additional income even the most satisfied clients will give its agency in a given year.
The International Public Relations Research Conference (IPRRC), better known as “The Miami Conference,” gathers academics and PR professionals for three intense days that offer the opportunity to hear more than 100 research papers presented by the world’s leading thinkers in public relations.
It’s not pretty earnings-wise for PR agencies right now. Operating profit this year fell to an average of 16.1%, from 18.8% last year, according to an exclusive report produced by StevensGouldPincus on behalf of PR News.
What’s a parent who wants to maintain a successful public relations career to do?