It’s an age old question for those of us on the agency side….how can we prove the value of our services in hard terms. I always try to sit down with a client and set ‘smart goals’ from the outset. That way everyone is on the same page and I can be sure that Strive’s work will meet client expectations.
Earlier this week Don Bartholomew blogged about the Gap IV study on PR measurement. It seems there is still a lot of counting column inches and impressions. Increasingly, clients want to look at influence on culture and reputation. In short, what is the true value of public relations?
So what is the solution? Outputs or outcomes? Or, some combination of the two? I put the question to the blogosphere.
Hat tip to fellow Canadian David Jones for pointing me to Bartholomew.
UPDATE 20 MAY 2007. Don Bartholomew answers the outputs or outcomes question.