MPA Blog Share: ‘The death of AVE and the never-ending challenge of PR measurement’
by Rebecca Jones, Head of PR at McCann Manchester PR measurement has always landed with clients alongside a heavy dollop of scepticism. Sure, there’s the number of pieces of coverage, the reach, the sentiment but what do these really deliver? What do they mean for a brand or business? When a PR campaign lands and becomes the subject of the water cooler moment, there’s no denying its power and impact, but effectively measuring the impact of a successful day to day press office is harder to do. As an industry, we continue to struggle to connect PR results with genuine [...]