Senior executives demand a measurable return on their investment in PR. Unfortunately, many PR professionals are insecure in their mastery of measurement tactics. A further complication: The executives demanding metrics often don’t know enough about PR to provide guidance. The result: stasis. According to Johna Burke, senior VP at BurrellesLuce, and Mark Weiner, CEO at PRIME Research, Americas, two primary motivations drive PR people to measure: to “communicate value” and to “improve performance.
To Fix the PR/C-Suite Measurement Disconnect, Start With an Executive Audit
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