If I were in the position of a marketing manager, I would definitely insist that a firm should do its own measurement of the effectiveness of public relations (PR) and corporate advertising efforts. The first reason is apparent; it is financial and human resources. These are crucial for any firm in any business setting; their irrational and ineffective waste can lead to absolute bankruptcy. Marketing experts note that “the efforts of PR can all be wasted if the outcome is not measured effectively” (Why is measurement important when it comes to PR? n.d., para. 2). Another is the need to constantly check and make sure that the actual public image of a company that promotes corporate public relations departments matches its desired one in the minds of management. Being aware of the perceptions of current and potential customers and understanding their prospects is the way to efficient PR programs.
tailored to your instructions
for only $13.00 $11.05/page
Advertising programs should also be measured primarily by the organization’s internal experts. It is because “advertising is one of the main ways companies generate business” (Lucid, 2021, para. 1). These professionals have complete access to data on available resources, paramount goals, and target markets of the company. Therefore, they can compose the most objective picture showing the rationality of the effort spent to achieve the desired media impact. In addition, the company’s analysts help avoid confidential data leakage to competitors and the loss of competitive advantage. Evaluating the effectiveness of an advertising campaign also shows the cultural climate of the firm’s customer base. It allows advertisers to avoid offensive and inappropriate imagery and use relevant and trending media topics to attract additional traffic and customers timely.
Lucid. (2021). How to measure advertising effectiveness. Lucid. Web.
Why is measurement important when it comes to PR? (n.d.). Whiteoaks International. Web.