http://chrisabraham.com/2006/06/20/the-value-of-public-relations/ Because the Medium is the Message Wed, 09 May 2012 09:02:24 +0000 hourly 1 http://wordpress.org/?v=3.3.2 http://chrisabraham.com/2006/06/20/the-value-of-public-relations/#comment-1797 Di Tue, 20 Jun 2006 10:07:04 +0000 http://chrisabraham.com/?p=2704#comment-1797 Amen, bro. More and more organizations should be focusing on outcomes of their media exposure rather than output (i.e., the number of times their name showed up in lights). Measuring these data need not be expensive--simply asking survey respondents during a regularly-scheduled public opinion poll whether or not they saw a story and how their behavior has changed can provide insight into the types of media an organization should pursue. Money would certainly be spent more effectively. Amen, bro. More and more organizations should be focusing on outcomes of their media exposure rather than output (i.e., the number of times their name showed up in lights). Measuring these data need not be expensive–simply asking survey respondents during a regularly-scheduled public opinion poll whether or not they saw a story and how their behavior has changed can provide insight into the types of media an organization should pursue. Money would certainly be spent more effectively.

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