Exclusive Survey: Wrestling With Measurement The Main Event In ’05

Although there remains a significant gap between talking about PR measurement and actually doing it, measurement is still the biggest concern among PR execs as they head into 2005, according to an exclusive PR News/Counselors Academy survey. The survey, conducted earlier this month, queried PR News subscribers and Counselors Academy members (who run their own PR agencies) on a bevy of issues that are likely to be on the front burner next year, including enhancing CEO relationships and the greatest threat to business revenue next year: measurement (see tables). While many corporate PR execs continue to drag their feet on measurement - mainly because they have such a difficult time getting buy-in from top managers who often think it's some sort of freebie - several blue-chip companies have taken the lead in bringing science to what is inherently an art form. PR is not "an output game but an influence game," says Dean Davison, senior VP/Public Relations & Communications for GE Insurance Solutions (Kansas City, Mo.).

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