The PR Professional's Definitive Guide to Measurement was published yesterday by the UK's PRCA, international trade body ICCO and measurement specialists AMEC.
Aiken begins his chapter in the document: "To not measure communications is lazy and shows a lack of pride in the work being done. It is the equivalent of your doctor shrugging their shoulders and dishing out any old pills and potions for whatever complaint you have, and caring not if they cure or kill you."
He continues: "I want to set out for you the way in which we can cure the world of this quackery by showing that measurement is not an option for the UK government or your organisation. Next time someone says it can’t be done, remind them that if the UK government can measure it, with the complexity of what it is trying to do, then everyone should rise to the challenge of proving the value of their work."
Aiken gives three examples of UK Government campaigns that have achieved measurable success: the Department for International trade's Exporting is Great campaign, Public Health English's Sugar Smart work and the widely lauded #MissingType blood donor recruitment drive by the NHS.