Do We Need Universal Standards for Measuring Success in PR?

The art (and it is an art) of measuring success for clients has long been a challenge for PR firms. In the era of “Big Data”, most industry veterans agree that metrics, otherwise known as “numbers”, are more important than ever–and that the PR business needs to continually work on improving the ways we show clients the true value of our work.

A recent Council of Public Relations Firms blog post by vice president of research and development David Geddes proposes the creation and adoption of industry-wide measurement standards.

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