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

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