help! a pr system wish list

Hello. Can you hear us? We work in pr and we've been waiting for a decent system to evaluate. We've been waiting for some time so we've decided to come up with our own. Okay with you?

by Kate Reynolds

There has long been an understanding in the PR industry that we need to evaluate our achievements and impact. We get this. We know it's critical to evaluate to help us learn and improve, demonstrate our value to our internal stakeholders and report back how investment has made a difference to business objectives. We also know there isn’t one single measure that will do this for us but a balanced scorecard approach looking at our performance over a range of metrics is the way to go. (Check out the Barcelona Principles for background on this.)

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