I LOVE this post by David Benigson of Signal commenting on the winners at Cannes, on why PR people are doomed unless they change how they measure. For those of you who have followe
d the blog for awhile, this is starting to sound like a broken record (which will probably appeal to all the old folks out there who remember what a “record” is.)
I was calling people who use or provide outdated metrics, and simplistic one-dimensional platforms “dinosaurs” back in 2004. But Benigson makes it brilliantly clear why new integrated dashboards (the kind I’ve been designing and implementing for clients since at least 2010) are now required tools for any PR person wanting to survive in this new social/mobile/digital age. Never mind win any awards at Cannes…
