Will you lose your PR job if you don’t measure results?

“There’s more and more research … that essentially says that CEOs expect ROI and serious business metrics, while most marketers haven’t even budgeted for basic measurement,” Katie Paine, a measurement consultant, blogged. She continued: “There’s a gap the size of the Grand Canyon between what your average PR or [marketing] person measures, and what the CEO expects/wants. So is it any wonder that marketing and pr budgets are getting slashed and more and more of our frie…

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