You can’t compartmentalize results!

An excerpt from Linda Pophal’s Strategic Communications blog. Worth a read!

And, what I know is that you can’t really compartmentalize marketing communication results. What is a “retweet” worth? What is a PR placement in USA Today worth? Or in the Engraver’s Journal?
It depends, of course. If you’re an engraver, a placement in Engraver’s Journal might be worth more than a placement in USA Today–it depends on your audience and goals as always. But it also depends on the RESULTS you’re able to achieve. And the results of a placement in either could be negligible, or could be life-changing. Ultimately, what clients really care about are their bottom-line results–not whether they got on the Oprah Show remember it’s not getting on the Oprah Show that matters–it’s what getting on the Oprah show DOES for them in terms of generating awareness, preference – and SALES! – that matters.

Read the rest at You can’t compartmentalize results! « Strategic Communications.