MEASUREMENT: OUR HOLY GRAIL
Our body of knowledge is overflowing with research papers, specialists on what to measure and how to measure. But as an industry we continue to struggle to communicate the impact of our programmes and return-on-investment to our clients.
Media measurement, the traditional dipstick to check the efficacy of public relations programmes, is evolving and broadening itself as it also makes way to newer, more effective methods of measuring behaviour. New programmes take a broader, more holistic view of public relations and include its impact on all stakeholders and how communication is shaping public behaviour.
Engage with experts in media and behaviour measurement and learn about Next Practices in measuring the impact of your public relations programmes while balancing budgets and investments in measurement. See case studies of successful measurement programmes and learn how you can adopt some of the tools and techniques.