There is a key metric that enables PR to be measured in financial terms, which is the share price. Of course this means a company must be listed but there are plenty that are.
Using real-time online news analysis it is perfectly feasible to determine the change in share price and market value generated by PR and IR activity to very high levels of confidence, typically over 99 per cent.
Until the PR industry embraces these types of measurement it cannot expect to be taken seriously in the board rooms of our largest companies.
Mark Westaby, founder and director, Spectrum