Wednesday, December 13, 2006

Right On 

Here is a cynic about metrics who has hit a bulls-eye. Love of numbers can distort reality, especially when numbers are gamed, as they always are. In PR especially, metrics run into a wall. No one has yet told me how one measures keeping a client out of a bad story. What is the exact value for a client's reputation not to have appeared among others accused of misdeeds? It's huge, but what is huge?

A lot of work our firm does in crisis is just that. We count wins when we soften an attack or even avoid it. We prove value when we alert a client to an ugly reality just around the corner. Issues management like this is difficult to assess. A CEO sleeps better, but how much is that worth?

PR metrics are largely market-driven, which is good, but they are far from complete.


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