Euprera 2011

I'm just back from presenting at the Euprera (European Public Relations Education and Research Association) and I heard and had the chance to meet some really interesting speakers.

Prof Tom Watson presented on the role of ROI (Return on Investment) in public relations. Interestingly, he argued that the use of the term may actually be damaging the reputation of public relations instead of enhancing it.   He argues that while measurement and evaluation of our work is essential referring to an accountancy term (ROI) may detract from our credibility instead of adding to it! Interesting, food for thought.

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