Calling measurement the Holy Grail of PR is as cliché as revisiting the struggle to get a seat at the table, yet somehow the term's continued relevance (despite drastic changes
to the communications landscape) justifies its use and abuse. Along with the Holy Grail tag often comes other jargon (outputs, outcomes, etc.), whose ubiquitous mentions fail to
address the underlying confusion as to what really matters when quantifying the impact of a particular initiative (for definitions of measurement jargon, see sidebar).