PR-measure
is always out of the project field
After 15 years of journalism and public
relations I don’t get any more into a debate about what is PR, whether it
should sell, whether it is advertising for free, and whether it is right. Two
of three pitching briefs are aimed to find an agency which will place the
greatest number of publications for the lowest price. Sometimes they add
"in the most high-circulation media" or the most visited Internet
resources. Of course, the number of publications can be a measure, it’s a good,
simple and easy-to-count way to look at PR-results. In practice, nobody has any
guarantee that anybody read those publications and loved the brand after
reading.
