September 19, 2013,
Guru in a Bottle, News 
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Last week I was in the audience for a debate at the Chartered Institute of Public Relations in the UK.
The panel discussion turned to the value of public relations and getting more bang from your PR buck. The discussion moved onto the best practice of PR framed by the Barcelona Principles: to measure PR success in terms of inputs, outputs and outcomes as discussed in my latest book, High Impact Marketing That Gets Results.
So let’s go through what this means in practice, and see how you can apply this if you are using an external agency for your PR and public affairs (PA) efforts.
Desired audience segments
This is an extremely important part of the PR process...
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