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PR measurement was never meant to be an exclusive club

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Close-up of stack of mobile phones with a tape measureOK, maybe I have a biased opinion about this, but I don’t think PR measurement was ever intended to be an exclusive club.

I remember learning about measurement during the first week of my first PR course in college. We even learned an acronym that included research and measurement: RACE (Research, Action, Communication and Evaluation). Research and evaluation were engrained in me right off the bat.

Perhaps this made me wrongly assume that measurement was already an integral part of the PR industry, and I’m still continually surprised by how few professionals talk about it. Continue reading

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