Mark Weiner, CEO of Prime Research

In PR, Measurement Matters; But How Do We Do It?

  Key Takeaways from the Public Relations Society of America Measurement Symposium Any public relations professional who has studied for the APR exam, or who has read the Barcelona Declaration of Measurement Principles, released in 2010, knows that research and measurement are key components of an effective, strategic communications plan. The first Barcelona Principle stresses the importance of goal setting and measurement. Effective measurement begins with developing communications objectives that answer who, what, when and how much the PR program is intended to affect.  A useful acronym many PR professionals are familiar with is SMART–Specific, Measurable, Attainable, Results-driven and Time-based. …

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