Measuring PR - a thorny issue that has been bugging the PR profession for years. This clip adds to the conversation.

What is clear is that what works for a consumer brand will not always work in the b2b world. And professional services firms add further complications.

Can PR activity be linked to a direct client or prospect action? Occasionally, yes. But a partner will often claim that it was something else - a chance meeting at a seminar or conference for example.

PRs in professional services firms must lay claim to and share their successes. Internal PR is vital.

Keep measures simple - are all teams engaging with your PR function or is it just those with the loudest voice. Is activity aligned to BD activity, perhaps targeting a specific client. If you can demonstrate this the battle is halfway won.