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
