Now, Go Do that [Measurement] Voodoo…

Getting your hands around effective measurement techniques is like trying to squeeze an ice cube in the palm of your hand. It ain't easy. But Ernest Martin, an associate
professor at Virginia Commonwealth University School of Mass Communications, thinks he may have a solution. He's developed what he calls a statistically reliable evaluation tool
for assessing how much a press release influences a particular news article. The tool, "latent semantic analysis" (LSA), provides a method for measuring if key messages are
flowing through news stories. Contact: Malorie Janis, University News Service, 804.827.0891, mgjanis@vcu.edu.