Author: Diane Thieke, Director of Global Public Relations Factiva®, from Dow Jones
Abstract: Tips for using web-based communication and measurement tools. Business managers and public relations (PR) managers inherently understand that public relations is an essential activity for building awareness among potential customers and for influencing their actions. But ask a CEO for proof of public relations value and see how he responds. He may provide you with an anecdote or two, cite a good article in a major publication or share the results of customer awareness surveys. But he is unlikely to directly tie public relations results to standard management measures such as revenue.