On Measurement: Points for Placement

In PR circles, nothing is more coveted than a CEO who "gets it." And when it comes to media relations, Tom Tiller is down with the program. In 1999, former GE exec Tiller
became CEO of Polaris Industries, a manufacturer of snowmobiles and other recreational products in Medina, Minn. To ensure his PR dollars would be well spent, he devised a
measurement system to gauge the value of his company's media coverage in relation to an aggressive new set of financial goals. No longer was it enough for Polaris' press coverage
to be limited to Dirt Wheels and other niche magazines for hardcore enthusiasts. Tiller wanted Wall Street to take note, too.