http://www.brandcentralstation.com/archives/380 Fri, 18 Jun 2010 16:57:55 +0000 hourly 1 http://wordpress.org/?v=3.3 http://www.brandcentralstation.com/archives/380/comment-page-1#comment-131 Michael Fri, 30 Sep 2005 12:33:00 +0000 http://bawden.wordpress.com/2005/09/30/pr-measurement-is-a-waste-of-time-money/#comment-131 FusionBrand does raise some great points. AVEs are an easy but very poor measure of PR (or it seems, media relations is the real focus of the post). <br/>The "share of voice/discussion" is a good way to gauge PR/MR efforts. AND it should be tied to sales leads and actual sales trends.<br/>However, JUST gauging sales leads makes PR/MR a commodity. PR/MR is more than just getting leads.<br/>Yes, it's about education and laying the groundwork for the sales force.<br/>It's also about brand reputation/management (as in the Sears case). More intangible things.<br/>Like anything, there is no simple or magic answer. But, with a company's overall communications work, PR and MR should be measured to continue to justify it -- for those who still need to be educated about it.<br/>-- Mike FusionBrand does raise some great points. AVEs are an easy but very poor measure of PR (or it seems, media relations is the real focus of the post).
The “share of voice/discussion” is a good way to gauge PR/MR efforts. AND it should be tied to sales leads and actual sales trends.
However, JUST gauging sales leads makes PR/MR a commodity. PR/MR is more than just getting leads.
Yes, it’s about education and laying the groundwork for the sales force.
It’s also about brand reputation/management (as in the Sears case). More intangible things.
Like anything, there is no simple or magic answer. But, with a company’s overall communications work, PR and MR should be measured to continue to justify it — for those who still need to be educated about it.
– Mike

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