PR Measurement Mystery is Solved April 2010
American PR measurement guru Katie Delahaye Paine says PR people are from Venus and CEOs are from Mars. In other words PR people are creative types who don’t care much for measurement but CEOs want to “see the numbers”. At the measurement event, the panel discussed how the PR practitioners can win the trust of numbers-minded bosses in language they understand – and that means measurement. PRINZ CPD leader Catherine Arrow sais that PR's future success will lie in its ability to measure its value. The good news is that PR measurement is not a mystery. And it doesn’t have to cost a fortune. Measurement can be scaled to the size of the project. Tim Marshall chaired the panel, which included: Claudia Macdonald who talked about Air New Zealand media relations and experiential campaign; John Shattock who discussed relaunch of Menevit mineral supplement for men; Graeme Colman who shared his experience with the Auckland City media relations project; Duncan Stuart who spoke about reputation measurement and Catherine Arrow who elaborated on relationship measurement.