‹ Previous chapter Next chapter › But How Much?
For the new and uprising digital way of communications to succeed in the Middle East, there’s a strong case to be made first of companies’ senior management solely focusing on ROI and short term plans rather than looking at a communications plan from a “360” point of view. “How much is it going to cost my business?” and “What’s in it for us?” are standard questions asked by senior decision makers. New technologies answer these questions simply by offering detailed and targeted measurement.
Measurement in public relations and other communications disciplines is often thought about in the wrong way. At best, it’s seen as a service to be delivered, at worst a black box run by geeks. But measurement is a language, and the communications industry is recognising that fluency is not optional.