Guest Post by Mark Weiner
What makes Public Relations unique within the communications and marketing mix? The same thing that makes PR so difficult for others to understand:
Public Relations is—at best—only semi-controllable.
But it’s not as challenging as one might think: after accounting for message reach, frequency, and sentiment, the process for measuring public relations should be familiar to everyone involved with funding and evaluating communications and marketing programs.
- In advertising, for example, one controls the frequency, positioning and placement of key intended messages, but control comes as a cost: one purchases that ability.
Though most expensive, this form of “controlled communication” is more comfortable to many executives, and resources tend to gravitate in that direction. Read more