Speaking of Measurement, from the Intelligent Measurement blog, here are the "top 10 excuses for not evaluating (PR results)" ...Be sure to visit the original post for the good-kind-of-snarky sidebar commentary.
- "It's too expensive."
- "I don't know how."
- "I'm too busy 'doing' to be bothered with measuring."
- "What I'm doing couldn't possibly be measured."
- "I don't see the value of it."
- "I'm scared of what I will find out."
- "People are fed up with giving their opinion."
- "My gut feeling tells me I'm doing a good job."
- "All my work is vetoed by the CEO, if s/he's happy so am I."
- "You can't prove anything anyway."
Cost to implement a genuinely valuable PR Measurement process? Under $10K.
The cluelessness, fear & ignorance that prevents measurement? Priceless.