5. See the results
Coming up in this chapter
Do you know instinctively how well your publicity activities are doing? Do lots of people say they have read about you, but you’ve never got round to getting hold of the articles? Or was it your ads they saw? Do you know what people read about you?
The public relations world agonises over the question of evaluation. Many companies have exploited this competitive anxiety with complex and often unintelligible computerised measurement systems. Still, the graphs look good when presented to the client. And, naturally, they cost much more than old-fashioned, common-sense methods. ...