PR Daily: Why PR measurement is broken, and how to fix it
Too often, PR professionals and agencies measure success by billable hours. But to truly analyze the efficacy of a campaign, industry leaders must push for better evaluation techniques.
PR Daily’s Christopher Bennett offers his perspective on how PR agencies can develop more thoughtful and powerful ways to evaluate their work. It starts by analyzing outcome (quality-based data) instead of merely output (quantity-based data). When agencies break off from the “one size fits all” model of measurement, they can customize their performance monitoring techniques based on the specific goals and objectives of their clients.