Today, in both the public and private sectors, accountability and, therefore, measurability are key principles of management. Increasingly, measurement and evaluation need to be more than anecdotal and informal. We strive to utilise objective, rigorous methods to deliver credible proof of results and Return on Investment (ROI) to management, shareholders and other key stakeholders.
The environment we advocate for public relations and corporate communication must be characterised by practices and techniques such as:
- Key Performance Indicators (KPIs) and Key Results Areas (KRAs);
- Benchmarking;
- Balanced Score Cards; and
- Other systems of tracking key ‘metrics’ to evaluate activities.