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June 19, 2012


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Frank Walton

Katie is right on all points. But the additional bad news for PR and PR research is that since PR people have resisted real, transparent, valid measures, clients are finding honest, smart insights into communications effectiveness elsewhere. Take a look at how IBM Enterprise Marketing Management and Microsoft SharePoint (among others) are incorporating media analytics as the sensible part of business decision-making that it should be. Analytics is going to separate the sheep from the goats in PR in the next decade. Big clients, smart clients, and the Big Data players are going to reform PR practice. It's going to be an interesting journey; we'll see who the real "award" winners will be.


Controlling ourselves is really important. It is a must that everyone knows this thing.

David Geddes

Katie, the International Organization for Standardization (ISO) isncategorical: the marketplace drives the adoption of standards. When client organizations, those who paynthe bills, require the adoption of standard metrics, then their internal PR departments, agencies, and research firms will come into alignment.

Indeed, this itself ge rates a metric: what percentage of RFPs that involve measurement specify that agencies will use standard metrics to measure and evaluate results.

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