Join Burrelles and Jon Meakin, as he discusses some of the issues common to any PR professionals wrestling with how to enhance their evaluation efforts, be they in-house or agency, and try to answer questions such as:

• What does good evaluation look like?
• There’s so much I could measure, but what should I measure?
• How do I persuade colleagues we need to change what we’ve been doing?
• Where and how do I begin?