With an unrelenting economic recession on our hands, organizations, even large international ones like The Clorox Company, are watching every dollar. Measurement has taken on renewed importance as marketing spending scrutiny has heightened.
Even before our current financial crisis, Clorox decided that PR measurement was an important component of its communications efforts. Using an in-house marketing mix model and a strong analytics team, the company sought to pinpoint the impact of PR.
“We rededicated our efforts to trying to isolate PR out ...