Executives who invest in PR have become much more discriminating when evaluating marketing and communications performance. But, regardless of the current economy, proving the value of PR has endured over time as one of the profession’s most vexing challenges. The difficulty in proving PR’s value is that value is a subjective measure. What is worse, values change not only from organization to organization, but from person to person within the same organization. As such, the first step in delivering value in PR is to uncover the often-secret “value system” extant among the executives who are involved in planning, funding and evaluating your program.
11 Questions for PR Investment Decision Makers
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