No, the legacy PR worlds' new four leter word isn't love. It's measurement. OK, that's eleven letters. But it's an explitive nevertheless when uttered under the breath of a legacy PR firm executive after hanging up from a client or prospect who has just said something like, "How do I know this is working?"

Old answer… it's an art form… it takes time… it's a process… trust me… you'll know.

New answer: I'll show you how many people found you and why they came, how long they stayed on your site, how many pages they viewed, where they came from, where they went and it is even possible today to know whether or not they ultimately converted into a prospect and customer.

True implication of the new answer: at long last you can have a Return on Investment (ROI) figure for all the dollars you've been pouring endlessly into countless legacy PR firms for years and years.

See, the m-word will reveal the f-factor, as in Fat! It'll tell you if the girth of that retainer you're spending is getting real results or just enlarging your agency's coffers. Legacy PR firms specializing in snooze releases for an increasingly inattentive media hate the measurement thing. They always have. I did when I owned a national legacy PR firm. But back then there were few alternatives. Now there are. Trouble is they disembowel legacy PR agency business models.

At AgencyNext our survival depends on being able to prove we can deliver the results we promise… that we can bring our clients the specific people most critical to a company's presence; its product's success. We don't think anyone in the PR space should get paid for promises that aren't kept; for trusts that can only be casually measured at best. Test us. Hold us to a high standard of measurement. We welcome the challenge and are confident you will at long last know what you're paying for.

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