With several major international public relations having adopted the Barcelona Principles of Measurement, there’s renewed interest in the topic of measurement and metrics in communications programs. That should come as welcome news to agencies and in-house departments, as it’s time for all of us to commit to more effectively counseling our clients on measurement. Like any good counselor, this means challenging assumptions, providing options and making recommendations. FIGHT OR FLIGHT When a client asks for program metrics, the first reaction is usually either fight or flight. The “fight” happens when the communications professional launches into a litany of reasons why the program can’t be measured.
For Best PR Results, Follow the 3 O’s of Metrics: Outputs, Outtakes & Outcomes
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