evaluating effectiveness
Measuring the true might of PR spend
Evaluating the real impact of campaigns has always been a tricky business. Now there’s a new tool that pulls real-time information from data points and ties effectiveness to real businesses metrics
Measuring the true value of advertising and public relations has always been a contentious issue. Of advertising, US department store mogul John Wanamaker said more than a century ago: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
The PR industry also battles to demonstrate accurate value for spend. In 2010 the industry agreed on the Barcelona Principles, which identify the importance of goal-setting and the need for outcomes instead of output-based measurement of campaigns. The principles also called for a more integrated approach to measurement and evaluation...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
This article is free to read if you sign up or sign in.
If you have already registered or subscribed, please sign in to continue.
Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00.