The latest in a series of pieces (both articles and podcasts) on media relations measurement by Eric Bergman is up in the IABC media relations commons area. In the latest installment, Wilma Matthews talks about the rise and fall of AVEs and notes that what’s really key in media relations measurement is behaviour change. Here here. Tough but not impossible to do. Still, here here. Listen to the Podcast.
While the focus of this series is on media relations measurement, and while certainly media relations plays a significant role in public relations, it is but one among many tools in the corporate communicator’s tool belt. (Particularly in these new socially generated media days). And, as practitioners, we need to remember that communications is about so much more than the turn of the century media relations-only models of public relations. It’s interest group liberalism. It’s about managing issues, reputations, constituents, sponsorships, executive and corporate trust, and relationships among many others (all of which can and should be measured) all through any number of strategies and tactics.