How can I convince my boss to fund a PR metrics system?
"Many communication plans are long on tactics, but short on measuring results," says BurrellesLuce SVP Steve Shannon.
It's tough to prove that a single PR initiative has a bottom-line impact on sales or reputation, he explains, "but the more we measure, the greater our credibility - and there's much we can evaluate."
Things to note, according to Shannon, include: Are stories that contain our key messages appearing in outlets ...