Fifty-three percent of PR pros who responded to this year’s version of the Wright and Hinson survey said they do not measure their efforts. These include the folks who use output measures and other trivial metrics. Together their inability evaluate and improve their efforts are sending PR into a death spiral. (And worst of all, the percentage that do not measure has been growing steadily since 2015.) Congrats to these non-measurers, recipients of our Measurement Menace of the Month award. ∞

Thanks to Anemone on Pixabay for the image.

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