CHAPTER 10

Meeting Client Expectations

“For years we measured our public relations firms based on ‘column inches’—how much media coverage they were able to generate for our organization. We believed that this translated directly to action on behalf of our stakeholders. Awareness is important, but we need more rigorous measures now.”

—VP, Public Relations, Consumer Product Company

“In the planning stage of any campaign, we establish benchmarks that we want to accomplish as part of the plan. This will tell us if we are being successful.”

—VP, Communications, Higher Education

“Recently a firm tried to prove their worth by the amount of product they generated for us. It made us realize that ‘product’ was not the same as ‘outcomes’,”

—Public Relations ...

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