Originally Published PR Week
If I had to guess, despite the tough economy, public relations research companies are probably doing pretty well these days. When the bottom line gets extra scrutiny, everyone typically steps up to make sure they have quantifiable metrics in place to support their business operations.
Still, I would encourage a deeper dive.
Most chief communications officers are under increasing pressure to link communications performance to measurable business results.
It’s no surprise. Most corporate executives I meet, from CEOs to heads of business units, cannot readily articulate how the public relations activity in their organizations measurably impact key business drivers.