Opinion: Letters of the week - The industry is innovating in terms of measuring PR

I agree in part with in your recent article ('Measurement in PR has not changed in 20 years', prweek.com/uk, 9 July) but would challenge the suggestion the industry hasn't changed. There is a lot of innovation as monitoring teams adapt to new requirements. I was encouraged by the passion for PR analysis to stand up to scrutiny at the AMEC conference.

Tracking the success of PR is more complex than marketing disciplines: engaging content that drives desired behavioural change, and mitigation of negative coverage included. There is no single 'silver bullet' measure.

Colin Wheeler, head of insights & analytics EMEA, Waggener Edstrom

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