Sizing up strategy

There are many ways to measure the success of communications

 

Corporate communication managers are taking heed of corporate executives’ demands for proof that PR brings value to the company and return on investment. Across the corporate communications community throughout Europe, managers are listening for any news on the available methods developed to measure and evaluate communications and PR. Many are sifting through the methods and even partially implementing them, seeking one that not only fits, but also that tells company executives indisputably that they are getting bang for their buck. Beyond corporations, non-governmental organisations also are looking at evaluations as a way to sharpen their message.