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BtoB

Measuring Communications

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In her blog, Marketing Interactions, Ardath Albee reviews David Meerman Scott’s free ebook, “Align Corporate Communications to Achieve Business Goals” -- which is about how a company’s communications team can create a strategy, drive results and measure their effectiveness -- and adds her two cents. Measuring PR efforts is laudable, but marketers need to go beyond that to make sure PR and communications efforts tie in with what marketing and sales is doing, says Albee. Consistency in all communications, not just PR, is crucial.
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