Charting The Industry: Taking Measurement’s Pulse

PR News and BurrellesLuce surveyed more than 400 PR execs to take the pulse of measurement activities, in turn uncovering a few inconsistencies: Nearly 25% of respondents' C-

level management does not require measurement, and those who do are most interested in learning about the volume of coverage. This is troubling, considering that volume of

coverage is known to be an insufficient measure. But there are bright spots: