ABOUT THIS GUIDE

Our aim is to encourage more PR professionals, working in consultancy and in-house, to regard PR measurement as an everyday part of what they do.

CHAPTER 1

Measurement is the final ingredient to help PR realise its potential

Francis Ingham & Richard Bagnall

CHAPTER 2

Why measurement matters and how it underscores the value of what you do

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CHAPTER 3

Getting started! How to create a measurement culture in your company

Giles Peddy

CHAPTER 4

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Jon Hughes

CHAPTER 5

Measuring PR Performance across borders

Antoine Harary

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Measurement is not optional– not for the UK Government – not for your organisation.

Alex Aiken

CHAPTER 7

Why we are saying “No to AVEs

Richard Bagnall

CHAPTER 8

How PR professionals can move from data to insights Isentia

Khali Sakkas

CHAPTER 9

Be patient. We’re learning.

Fritz Quinn

CHAPTER 10

En(In)suring your reputation through smart PR measurement

Mandy Kojetin & Lauren Volmink

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Evolution of measurement in India: From numbers to business impact

Nitin Mantri

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Neil Wholey

TOP MEASUREMENT TIPS

Tips from our authors

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ICCO Members

ICCO thanks its National Association Members for supporting this project.