...the world's leading... a UK-based, Tech PR gossip site is in danger of joining me in sensible middle age. Recent posts have demonstrated a healthy dose of commonsense about the fluffy world of PR.

Here commenting upon the burden of excessive reporting getting in the way of actually doing proper PR - ie selling stories to journalists, being responsive ahead of deadlines, etc.

And here questioning whether PR has a role in the new 'everyone blogs' world of communications. This echoed my own parallel comments a few days back.

Both posts hit the mark. In terms of the former its a tricky area because I strongly advocate measurement, and those metrics often need to be included in a report. But reporting isn't the same thing as measurement. And measurement isn't the same thing as analysis. Great results and wise advice (informed by smart analysis) are what PRs must aim for. Weighty reports or huge PPT decks are usually used to obscure the fact that there is no real measurement and/or little defensible analysis of any results.

Tags: ...the world's leading..., PR