Only PR outcomes count — That is the real bottom line
Walter K. Lindenmann
(Ketchum Public Relations Worldwide, 292 Madison Avenue, New York)
406
Abstract
This paper discusses a strategic approach to the measurement of public relations results — the Ketchum Effectiveness Yardstick concept — developed by the author as a planning tool that organisations can use to measure and evaluate the overall impact of their various communications programmes and activities.
Keywords
Citation
Lindenmann, W.K. (1998), "Only PR outcomes count — That is the real bottom line", Journal of Communication Management, Vol. 3 No. 1, pp. 66-73. https://doi.org/10.1108/eb023485
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited