Tuesday, November 23, 2004

Measuring PR: Article from PR Week

The idea of measuring PR has not been seriously approached in India so far. But I am sure the more we are exposed to globalized business, the more the need for this will arise.

Claire Spencer
In PR Week, Claire Spencer, IPR fellow and director charged with policy in the measurement area, describes what she believes the PR industry needs to do to win the continuous battle with evaluation. She says, "In recent years, the industry's twin values of truth and knowledge have been challenged; the former by the derogatory term of spin, the latter by measurement.Knowledge is fundamental to PR planning and evaluation, but this is where we have made the least progress as a profession, despite having a mature media evaluation industry and a trade body committed to best practice in measurement, and countless award schemes to recognise the best of the best." Read the full article here.

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