Risk Management the in thing in PR

Professor Paul Argenti at Dartmouth has written a paper for Factiva about PR evaluation.

His key findings are interesting in the light of my post on risk management and its application to PR planning and management.

His paper has a these interesting findings and uncertainty and risk management seem to be the big buzz in the C suite.

• Measuring quality – as GE does through its statistics-based Six Sigma program, which has saved the company billions of dollars;
• Mitigating risks – as investment managers do when they use statistical analysis to diversify clients’ investment portfolios
• Predicting customer behavior – as the pharmaceutical industry does when it uses statistical analysis to demonstrate the effect of
spending on direct-to-consumer advertising on sales

well.... you read it (at length) here.