Book Extra: A Taste Of The C-Suite: How One ‘Silver Bullet’ Can Cure The Measurement Blues

CEOs want to see results, like an ad or a Web site, but such
a sure-fire way of measuring - and then presenting - the
less-tangible PR effort has proved elusive. However, Ed Moed,
managing partner and co-founder of Peppercom
,
developed just such a measurement tool, and he detailed it in his
"Business Outcomes" strategy as part of "Open C-Suite
Doors-Communication Keys From the Lumin Collaborative," published
by Aspatore Inc
. The following is an excerpt of his
chapter: