Tip Sheet: Ten Questions to Ask a Media Measurement Firm

By Mark Weiner A study sponsored in part by the Institute for Public Relations and The Arthur Page Society revealed that, while executives who fund PR programs desire measurement to gauge performance and ROI, they don't know enough about PR to provide direction. At the same time, it revealed that PR execs want to measure their performance but don't know enough about PR research to initiate the process. As a result, no progress is made. While media relations is only one form of PR, the following 10 questions, organized by phases, stimulates the media measurement process and provides guidance for getting the best ROI in media relations research. Fundamentals *Do you provide content for the media analysis or do I?

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