PR might be better at measurement than marketing

According to this post on the Lack of Marketing Measurement
a recent survey of 3000 marketers revealed that they believed that 65% of their marketing spend has no discernible effect on consumer behavior.  That's a very scary number when you think of the wasted dollars involved.

For years, PR has been considered much less measurable than marketing, but now it seems that the tides have turned. I have PR clients that can absolutely tell you the impact that THEIR efforts have on consumer behavior. Facebook  can track specific PR initiatives to increased user signups -- their most recent sponsorship of the pre-NH primary debate resulted in 1,000,000 sign ups. Similarly, the ASPCA knows exactly which type of news generates the most new members and on-line donations. Never mind the work that Procter & Gamble has done to tie its PR efforts to increased sales.

I never thought I'd see the day when PR has better data and better numbers than marketing! Talk about signs that its the end of the world as we know it..