Setting a benchmark
Posted in Advice on October 8, 2008
Any public relations practitioner worth his or her salt knows the importance of setting a benchmark at the outset of a communications campaign.
The benchmark is where you are now, then your objectives and goals set the course for where you want to be.
There’s no way to set a benchmark without doing some amount of research.
A friend and colleague, Steve Stern of Stern And Company, explains it well in his blog post titled PR Audits. If you’re interested, I recommend reading what he has to say.
