Tip Sheet: The 7 Underlying Principles of PR Measurement

The 2011 Summit on Measurement, which moved from its historical location of Portsmouth, New Hampshire to the historic city of Philadelphia, was marked by a new partnership between the Institute for PR and the PRSA. While still attracting some of the smartest people in the industry, the new venue and partnership opened new horizons for many others. This is a conference that is not just about the sessions but also about the networking and debates that takes place as much outside of the sessions as they do within them. The conference officially began with learning opportunities dedicated to topics such as business outcomes, dashboards and key performance indicators (KPIs), market mix modeling, media analysis and metrics, reputation management, search analytics, social media return on investment (ROI), shareholder metrics and survey research. There was no shortage of opinions at the Summit on Measurement and no easy solutions.

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