PR measurement is evolving for the better as a result of the power of social media and the emergence of sophisticated measurement tools.
At WordWrite, we’ve adopted the industry-standard Barcelona Principles to gauge the success of our work for clients. One of the principles is the rejection of advertising value equivalents as a means to assess PR efforts. The days of manually counting clips and comparing an earned media placement to the equivalent of a purchased advertisement are gone.
It’s essential for public relations firms to evaluate ROI using quantitative and qualitative data, an approach the Barcelona Principles embrace.
– Paul Furiga, WordWrite Communications