Making the case

A comment on this previous post has challenged me to say something on the measurement of PR.

It's a difficult, but important, area. In a management culture that believes 'if you can't measure it, you can't manage it', public relations practitioners have to learn the language.

It seems we're now replacing talk of return on investment (ROI) with the concept of 'evidence-based PR', as outlined in a research study available in PDF format from this page on the IPR website.