Charting the success of public relations.

Claire Spencer

A review of the similarities and difference between evaluating advertising and public relations. PR needs a better understanding of cause and effect, and the advertising industry can give pointers for the future.

Charting the success of public relations

Claire Spencer, Manning Selvage & Lee, reviews the similarities and differences between evaluating advertising and public relations

'Each early mariner in this sea mapped his own separate course. There were no charts to guide him. Not a lighthouse marked a harbour, not a buoy showed a reef. The wrecks were unrecorded, so countless ventures came to grief on the same rocks and shoals. Men were guided by whims and fancies - vagrant, changing breezes. They rarely arrived at their port. When they did - by accident - it was by a long roundabout...

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