Measurement Metrics

It's not news that the Internet provides PR practitioners with a previously unavailable array of measurement tools. The news is what those tools are and how to most
effectively use them. In the "Research and Measurement Conference" hosted by IABC and Delahaye in New York City a few weeks ago, Angela Sinickas, president of
Sinickas Communications, divulged tricks for Web site management. The first and most important thing to know before getting started, according to Sinickas: DON'T measure
hits.