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ROUNDTABLE: “EVERYTHING NEEDS TO BE ATTRIBUTABLE TO SALES”

he increasing pressures for PR and marketing to prove direct business impact

The Holmes Report, in partnership with Proof Analytics, held a closed-door salon in New York on May 21 on the increasing pressures for PR and marketing to prove direct business impact.

Every so often, a public relations executive recalls, with some derision, when the profession’s impact was measured by “the thud factor” — or the impact the clip book made when it landed on the client’s desk. The thud factor, however, has stubbornly endured over the years, morphing its form but still ultimately measuring the perception of impact. Metrics — like impressions, awareness and clip counts — are not only ubiquitous, but also underscore the gulf between how the PR industry and CEOs define value. (read full story)