While scientists have spent years trying to prove beyond question that dark matter exists— with some estimates suggesting 80% of the universe’s total mass is invisible to the naked eye— in marketing and comms we have long been able to deliver tangible evidence to show public relations works. So why are some corners of the jury still out?
Over recent weeks PR measurement and evaluation has formed something of a backbone to Smoking Gun’s agency blog. This is for good reason, as we will explain in this post, and makes sense given we are an award winning, standard-setting firm when it comes to measuring and evaluating.
It’s one of the most common misunderstandings of public relations in the 21st Century. Too many businesses, and people, still have the ageing attitude that PR is solely about brand awareness, but this simply isn’t true.
This blog post was written especially for Measurement Month by our independent evaluation consultant Stephanie Bridgeman, who, along with her team, works alongside us to collect, categorise, curate and make sense of PR data.