PR agencies have been tripping over themselves to either develop or adopt measurement programs, even though communication execs offer a lot of lip motion about measurement
rather than actually doing it. The latest agency to toss its hat into the measurement ring is New York-based Peppercom, which this week announced the launch of Business Outcomes,
its own proprietary measurement tool. It is designed to measure the effectiveness of any PR, marketing or sales programs. Business Outcomes, developed in concert with Goodmind
LLC, a New York-based market research and data analysis firm, has been successfully tested and implemented in two Fortune 500 companies, according to Peppercom. The agency says
Business Outcomes will distinguish itself in the marketplace by presenting clients with easy-to-understand results, including:
* A chart demonstrating how the client scored
* An explanation of the "good, bad and ugly" within the scores
* Prescription recommendations for the program to improve weak scores