Public relations executives fought for years to earn their place in the C-suite. That fight for credibility and respect has taken on a new dimension, as advertising and marketing — two disciplines long grounded in measurement — are converging with public relations through the “integrated” approach to communications that is increasingly common. Senior management speaks the language of metrics, and public relations professionals will need to be quantitative and measurement-savvy to remain vital for their organizations.
Of course, “measurement” isn’t new to public relations. Every practitioner has heard about measurement capabilities from clients, business executives and internal budget committees: “How do you measure the value of public relations?”, or “What’s the real value we’re getting out of campaign X, or Y program expenditure?”