PR evaluation: it’s all about relationships

Dr Tom Watson

Dr Tom Watson, a communications academic and past chairman of the UK's Public Relations Consultants Association, argues the necessity for measuring the effects of public relations activity, and provides an update on the latest thinking and best practice.

PR Evaluation: It's All About Relationships

Tom Watson

For decades, the complaint about public relations evaluation has been that it has been more talked about than undertaken. Numerous studies have identified barriers such as lack of knowledge, budget and time that are blocking its extensive implementation across all areas of practice. Clients, too, have often been blamed for telling their public relations advisers to 'do PR' and not waste time and money to plan and measure it. An example from a recent study of UK CEOs shows a typical mindset, expressed by Manny Fontenla-Novoa, CEO of Thomas Cook UK Ltd:...

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