You’re absolutely right and I was kicking myself after hitting “post” for not including it. Measurement and ROI should be #5. I know I’ve often overlooked it in the thought that everything would prove itself. In our new economy, it’s more important than ever to devise a campaign that contains measurable goals. Otherwise, you’re just spinning your wheels. You make a good point, and I need to keep pounding into my own head!

While I agree with your list, I think it’s important to wrap back around to results. Even if you do all the things you’ve mentioned well, you cannot ignore measurement/ROI. It’s an easy step for PR folks to skip, especially if the client/employer is being skimpy with dollars; however, that is the very step we need to insist on in order to ensure we’re adding value. Measurement is getting more sophisticated these days, and I would make the case for PR professionals to keep up with these methodologies and trends.

Thanks for sharing your thoughts in this post.