SOUTH AFRICA [Mike Leahy] Management expect to measure effects: executives either deliver something on time or they don't, a factory produces so many cars at a specific cost or somebody is held accountable, the sales team meets their sales objectives or else... These are functions that can be measured and therefore managed by management. They expect the same for communications, says Mike Leahy. But in only a relatively few instances do the communicators know for sure the precise effect they are having on the company's fortunes! |
SOUTH AFRICA [Mike Leahy] You are the MD of a marketer. Some time back you felt the need to do some PR. A bright young go-ahead consultancy was employed. They have now called a meeting and dumped a whole pile of press cuttings to show the massive exposure they got for you. A Media Manager analysis proves the Advertising Value Equivalent was gazillions of Rands. Wow! But... somewhere in the back of your mind you say to yourself 'so what'...? This is Part 2 in a series exploring measurement in PR by Mike Leahy. |
SOUTH AFRICA [Mike Leahy] Part I in a series exploring measurement in PR - Jeremy Maggs, editorial director of Financial Mail's AdFocus conference, presenter of SAfm's media show and SABC's new business programming, confessed in a recent column that he was once in public relations, relates Mike Leahy, Media Management director. Said Maggs: "My time in spin city was tough. The discipline of internal and external communication was never taken seriously by senior management. If there was a status meeting to cancel, the weekly 'status check' would always be the first to go." |
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