October 1, 2013
To address the threat of analytics-focused mega-companies competing for the same space that traditionally belonged to PR measurement experts, we must be smarter and more articulate about where communications drives business performance. Basically, if you can’t describe the business reason behind a PR program and show results with numbers that are relevant to the organization’s mission, then you should reconsider the validity of the program.
David B. Rockland, Ph.D., is partner/CEO and managing director for the research and change communications businesses at Ketchum. He has held leadership positions in corporate communications and research throughout his career, with extensive global experience in both fields. Email: AskDocRock@prsa.org
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