Measuring PR's Value
James ThellussonEdelman
Reduced to bare essentials, there have always been three approaches to measuring PR: output; out-take, or outcome. Or, to put it another way: 'What was said?', 'What was understood?' and 'What was done, as a result?'.
But while the PR industry as a whole is still exploring the implications of these existing measurement frameworks, an elusive fourth question is beckoning. What really matters is: 'What effects did those actions create on other stakeholders in the business network, on productivity of relationships, and therefore, ultimately, on total shareholder return?' This is the ROI question...