PR Myth of the Month: Costs Outweigh Benefits of PR Research


In “Myth of the Month,” Mark Weiner (right), CEO of PRIME Research LLP, dispels some false assumptions about public relations.

Myth: When it comes to PR research and evaluation, the costs outweigh the benefits.

Truth: The basis of this myth is that PR research must be expensive to be good: the truth is that proper research can be executed for a small fraction of the PR budget…1% or lower in some cases. Clients know PR can be measured economically and that it must be measured properly to be expertly managed and to deliver the desired results. “Proper” research and evaluation enables the PR pro to set better objectives, develop smarter strategies and evaluate performance for continuous improvement. So, while a level of investment is required, the better question might be “what is the cost of not improving performance when competitors are improving theirs?”

Contact Mark Weiner at weiner@prime-research.com.










Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.