COMMENT: LETTERS; Count the costs to get the bigger bucks

I was delighted to read Paul Kafka’s article ‘Perception is all in the company balance sheet’. At last some recognition from industry of the value that PR delivers.

I was delighted to read Paul Kafka’s article ‘Perception is all in the

company balance sheet’. At last some recognition from industry of the

value that PR delivers.



However, until the PR industry - both clients and consultancies - accept

the need for continuous measurement and submits its output to closer

scrutiny, it will never gain the larger slice of the marketing budget

which it deserves.



Regular accountability will do much to win credibility with the

accountants who will ultimately control our futures.



Sally Costerton, Argyll Public Relations



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