1. Goal setting and measurement are fundamental aspects of any PR programmes.
2. Media measurement requires quantity and quality - clip cuts are generally meaningless.
3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity; they measure the cost of media space.
4. Social media can and should be measured.
5. Measuring outcomes is preferred to measuring media results.
6. Business results can and should be measured where possible.
7. Transparency and replicability are paramount to sound measurement.
Via PR Week.
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