[For more info: larry@larrylitwin.com]
This comes to you from The Public Relations Practitioner’s Playbook for (all) Strategic Communicators by M. Larry Litwin (visit www.larrylitwin.com)
PR Play 4-2
Benchmark
• A standard for comparing similar items such as research findings,
the creative elements of a campaign, advertising results, etc.
• A point of reference – baseline. (A person or organization that
others aspire to match or exceed.)
• A standard for comparing products to determine competitors’
costs and quality with one’s own.
[For more info: larry@larrylitwin.com]