The Public Relations Strategist

Creatively Measuring Media Relations


Publication Date: 1998, Spring

Source: SO02 Public Relations Strategist
Product Code: 6K-019836
Organization/Author/Firm: Aimee Martin / Carter H Griffin
Specialization(s): Media Relations / Research - Evaluation / Measurement / Measurement
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Summary

Public relations strategists for decades have worked at measuring what they do. Something more than simply assessing the "advertising equivalent value" of press clippings is required by today's more bottom line-oriented managements. In this article, two analytical experts suggest a more sophisticated approach to measuring what media relations people do.