Despite knowing many people in London, it wasn't until I heard that a bomb had blasted Edgeware that I realised the enormity of what had happened. As the cameras panned across the then-shut station, I remembered the coffee I had had adjacent to the entrance, and my brother and his family just 10 minutes away. Then the full impact of what had happened hit me -- neither the shock and empathy I felt at watching 9/11 on TV nor the Spanish Train bombings in March last year but a real fear for our collective future. When London -- a symbol in my mind of much that is desirable; and home to my family who left South Africa for many reasons, with security being paramount among them -- is attacked, few things in the world seem secure.
Earlier yesterday, I was invited by Margi Mosconi, executive director of The Public Relations Institute of South Africa, to meet Nkwenkwe Nkomo, Group Deputy Chair of FCB South Africa, and Mxolisi Notshulwana, Director of Policy for Government Communication and Information Systems, to hear about the transformation charter/ scorecard for the communications industry. It was my first exposure to the proposed scorecard and I'll need more time to carefully think about it. I got the feeling that Margi had her finger on the pulse and was well equipped to represent the PR industry and help consultants and internal communicators alike to take these discussions further. I've asked for an electronic copy of the scorecard so email transformation@BrianBerkman.com if you'd like it forwarded.
Biz-Community editor Louise Marsland invited me to join the panel in discussing Measurement in PR. (Read Cheryl Hunter's report http://www.bizcommunity.com/Article/196/18/7127.html) I maintain that the interest in the debate around PR evaluation has more to do with wanting an industry-set standard against which fees can be justified. I think fees are better judged against achieving objectives. Where the need to evaluate PR becomes critical, the AVE (cost to purchase the similar space for advertising) is a suitable measure. When the value ratio between editorial and advertising is finally and decisively confirmed, I'll support the multiplication of the AVE by that factor. Without that certainty, thumb-sucking factors from three to 12 is folly which, I suggest, may be used by industry detractors to perpetuate the flaky image some in the industry are trying to eradicate.
•