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Fiction: Public relations can’t be measured

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from January 2008. We welcome your feedback.

By Francis Moran

Francis’s favourite fictions is a continuing series of posts on common myths surrounding the practice of public relations. When I give this as a presentation, I subtitle it, “Everything I know that’s wrong about PR I learned from technology company executives.” Today’s fiction comes courtesy of a chief financial officer at such a venture who nixed her marketing vice president’s intention to hire us, saying, “I can’t measure marketing so I won’t fund it.”

Too bad; the company she used to work for is now out of business, taking a genuinely valuable technology advance and more than $30-million in investors’ money with it. Maybe now, she at least has a yardstick with which to measure the cost of not marketing.

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