If you regularly read Spin Sucks, it won’t come as a surprise to you that I’m a really big believer in using PR and marketing to build income (and, in some cases, profits and higher margins).

Measuring results has become even easier during the past five years and, because of that, we have to stop doing things that grab media attention, but don’t make sense for the brand nor drive sales.

It’s our responsibility to measure results; it’s not the responsibility of our clients or our executives.

Our responsibility.

That’s why, when I see things like the following news segment with the Guinness Book of World Records-seeking World’s Finest Chocolate, I go a little nuts. (more…)