PR in the changing marketing services landscape

James Davies

James Davies, managing director of Impact Evaluation, explains the importance of PR evaluation in today's changing media environment, and discusses the ways that are used to measure the success of PR activity.

PR in the changing marketing services landscape

James Davies

New technology continues to transform the marketing services landscape with its potential for real interaction and communication with consumers and the fragmentation/explosion of media. Not surprisingly, there has been much talk of consumers having ownership of brands, rather than the other way round. The fashion is for more direct experiential contact with users, rather than just promotion. At the same time, in line with commercial imperatives, there is an ongoing quest for measurability, to direct activity and inform return on investment.

So how fares Public Relations in the mix? On the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands