Impact and Influence- the new look of PR Evaluation

Pamela Neira and Ruth McNeil

Describes a better way to evaluate PR campaigns. PR has begun (late) to appreciate that evaluation is worth while.

Impact and Influence the New Look of PR Evaluation

Ruth McNeil Ruth McNeil AssociatesPamela Neira MS&L

Measuring communications effectiveness looms large on most organisations' agendas. Many major PR companies are developing research models looking at corporate reputation. This shows that they are aware that evaluation has not been, but should be, a key activity; that producing great campaigns is not enough; and that PR and market research, with refined planning and evaluation tools, must work together to prove the value of PR as a marketing discipline.

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