The call for better measurement in public relations is not new. For decades, leaders in the field have warned that counting impressions, likes, and advertising value equivalents is not enough. Yet here we are, still leaning on the same empty numbers while the C-suite is asking for proof of outcomes that matter.  

The urgency has been with us for years, but too often the industry has not listened to its own advice.  

We aren’t listening to ourselves! 

Now, as budgets are cut and communications teams risk being sidelined, the pressure to finally get measurement right has never been greater. 

Richard Bagnall is recognized as one of the world’s foremost experts in PR measurement, past chair of AMEC, and co-creator of the Integrated Evaluation Framework. He has worked with global organizations from NATO to the World Bank and continues to remind practitioners that vanity metrics will not protect their budgets or their jobs.  

Listen For

4:48 Why does PR measurement matter now?
7:27 What are outputs, outtakes, and outcomes?
11:41 How do you measure with no budget?
14:05 What is “crawl, walk, run”?
18:40 Jonathan Mast’s answer to last episode’s question?

Guest: Richard Bagnall

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