Value-for-money PR would be great if you could measure the value and, especially, how much of it has been created by PR as opposed to other inputs.
A tiny minority of projects, like those being pursued by Agincourt Communications (PRWeek, 9 June), come close to being measurable but, in the great majority of cases, the effect of PR cannot be measured.
In the 'Downloads' section of my website (www.michaelbland.com) I have posted a paper I wrote: 'PR Evaluation: Measuring the Marigolds.' I'm offering £100 for the charity of choice to the first person who can disprove me.
Michael Bland, founder, Michael Bland Communication Consultancy.