PR Measurement Challenges and Expectations: Q&A with Richard Bagnall, CEO of PRIME Research

“The biggest problem we’ve got is we’re counting stuff,” says Richard Bagnall, CEO of PRIME Research. While PR professionals have demonstrated more accountability for measurement, there are still a number of top-of-mind challenges: How do you become more strategic in what you’re measuring? How do you keep up with the evolution of the media landscape and the technologies that are changing how we communicate and connect?

At the 2016 PRSA International Conference in Indianapolis, Deirdre Breakenridge, CEO of Pure Performance Communications, sat down with Richard Bagnall, CEO of PRIME Research —and incoming Chair of AMEC, the International Association for the Measurement and Evaluation of Communications—to talk about PR measurement. In this interview, Richard provides valuable insights into the challenges of PR across measurement and media relations within organizations.

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Be sure to read our other interviews from the World PR Forum with PR thought leaders who discuss influencer engagement and the impact of social media and technology on public relations:


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Allison Gosman

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