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Shifting the PR balance — an art and a science

July 2, 2013

During the course of three days at the AMEC European Summit in Madrid, attendees discussed and debated the standardization of metrics to monitor, analyze and evaluate public and media relations efforts to make a greater impact on business results.

Monitoring “media by the pound” is no longer enough to demonstrate retrospectively why we provide value. Instead, PR professionals need to shift their thinking and practice to better use the full range of metrics available and drive strategy.

To do this, we need to fully understand our target markets, set clear goals, train our staff and measure outcomes — not outputs. The world of public relations is changing and business leaders should perceive it as instrumental in business planning.


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Eileen Sheil Eileen Sheil is the executive director of corporate communications at Cleveland Clinic. She specializes in crisis and issue management.
Email: sheile at

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