Truth or Convenience? The PR on PR Measurement
Peter Walshe, Millward Brown, attempts to find a way of assessing PR effects more reliably
Of late the fashion has been to claim a new way of measuring the effectiveness of public relations. So why join in the game?
Because, until now, no one has really successfully addressed the real issue. How do you actually measure the PR effect as opposed to any other effects?
CONVENIENCE 1
Its easy we just ask people.
Oh yes?
This is the key weakness of many approaches. Sure, its easy to ask people...