Executives expect PR professionals to provide measurement illustrating the impact of their work on business outcomes. However, many are hindered by the high cost of measurement tools and lack of resources, according to a 2011 measurement and practice survey by Wallop! OnDemand. Other findings include:
• 44% of PR pros surveyed feel the C-suite does not recognize the value of PR.
• 83% of those surveyed consider measurement a “must-have” tool that helps to prove PR’s business contribution.
• 3 out of 4 surveyed say that cost greatly inhibits measurement abilities.
• 55% of those surveyed aren’t measuring and analyzing PR results.
Source: Wallop! OnDemand