Veteran PR gadfly Jack O'Dwyer threw down the gauntlet this morning calling the measurement industry "an uncreative barnacle on the hull of PR." Adding that "it needs to be put in its place."
That is the just the sort of thinking that gets PR budgets slashed and creative types who refuse to be accountable for their results fired.
O'Dwyer believes that "The job of PR and advertising is to bring the attention of target audiences to the product or service. Print and broadcast clips should be virtually the sole measurement." While it's not surprising that someone who considers measurement a 'barnacle" he doesn't really have his facts straight. According to the latest USC Anneberg GAP study, the majority of communications professionals rank AVE's and counting clips near the bottom of their list of measurement methods.
So Jack, I appreciate the attention and am delighted that you have entered the fray, but at least get your facts straight when attacking a researcher.