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    • PR

      How integration is the (only) way to measure the effect of PR on organizational performance

      it’s essential to measure the effect of PR on organizational performance, rather than only measuring results: case study AXA Belgium.
      Read 'How integration is the (only) way to measure the effect of PR on organizational performance'
    • PR

      PR measurement: it’s all in the mix of quantitative and qualitative analysis

      What is good PR measurement? According to one of the Barcelona Principles, PR measurement should combine quantitative techniques with qualitative ones. In other words: it’s all in the mix.

       
      Quantitative analysis: a good starting point
      Measuring the number of clippings – or…

      Read 'PR measurement: it’s all in the mix of quantitative and qualitative analysis'
    • PR

      How do you determine smart and measurable goals for PR?

      The walls between marketing and communication or PR are coming down. As a result, marketing ‘techniques’ are applied to communication/PR and vice versa. Content marketing for example nicely illustrates this. But the same goes for measurement: we expect the same…

      Read 'How do you determine smart and measurable goals for PR?'
    • PR

      Advertising Value Equivalences or AVE: the biggest lie in PR

      Advertising Value Equivalences are still very persistent in PR but the metric is as out-dated as it is useless. VCA explains it to us.
      Read 'Advertising Value Equivalences or AVE: the biggest lie in PR'
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