PR knows that evaluation is a problem. Or is that evaluation has a problem with PR?
Who knows. Either way, I’m having a pretty interesting time working with some media buyers and planners this week, and their stats-driven focus is pretty eye opening. Their reliance on up-to-date figures and feedback is pretty instructive in the emphasis upon rigour.
Equally they find the lack of precision and subjectivity of value of any piece of editorial coverage interesting.
Other key discovery of the week? Suits aren’t de rigeur for media buyers…