Successful Measures

Communicators who use profitability as the sole measure of PR effectiveness are "missing most of the important stuff," according to Jerry Olszewski, senior partner at Ketchum
D.C. Olszewski was among the speakers at the Institute for Public Relations' symposium, "Putting the Yardstick to PR: How Do We Measure Effectiveness Globally?" held last week.
Paraphrasing GE CEO Jack Welch, he said that PR should be used to "leverage the operating system" of a company as much it should be deployed to move the needle on revenues. As
such, it is critical to benchmark the communication function's effect not only on revenues, but also on factors such as staff retention, customer loyalty and the degree to which
employees truly grasp and embrace company strategy - jargon and all.