TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Weber Shandwick Founder: What’s Holding PR Back Is ‘More Sophisticated Measurement’

Larry Weber, founder of Weber Shandwick and now chairman of holding company W2, which owns agencies like Racepoint Group and Digital Influence Group, spoke with Doug Simon at a recent industry conference in Boston.

Weber says “more sophisticated measurement” is what’s holding the industry back.

“The decades that the ad industry had to develop CPMs and ways to measure very quickly, so their clients knew what they were buying, we need to come up with that,” he said. “Not just as an industry, but as a category of marketing. Maybe it’s cost per engagement (CPE), maybe it’s something like that.”

Mediabistro Course

Mobile Content Strategy

Mobile Content StrategyStarting September 24, learn how to write content for smartphones, tablets, and mobile devices! In this online course, students will learn how to publish across multiple channels and manage the workflow, optimize content for mobile devices, and  engage with their audience across screens. Register now!