Opinion: From our Readers - It's tough, but vital, to evaluate PR success

In response to 'Senior PROs lack key tools' (News, 29 January), the PRO's job has just got that much harder in terms of measuring the contribution they make to business success.

Not only are many still battling to convince their employers and clients that success can't be measured on traditional media coverage alone, but they now have to tackle and measure new types of media. But evaluate they must. This is vital to the profession: it's not a sector-specific issue.

The key thing to remember is that there wasn't a magic measurement silver bullet before and there isn't one now. There are, however, a number of tools out there.

It is just a matter of picking and mixing those most appropriate to measure the difference made to business and organisational objectives as a result of PR activity.

The CIPR recognises just how critical it is for the profession to demonstrate the value of what it can achieve, which is why we produced a series of toolkits on measurement and introduced a social media measurement skills guide for our members.

Ann Mealor, acting director general, CIPR.

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