Measurement Redux: PR’s Holy Grail Still Tests Business Intangibles

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). The biggest problem with these semantic discrepancies? As Institute for Public Relations' CEO Frank Ovaitt puts it, "There is so much buzz and so little clarity.

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