Ringer Emerges on PR Measurement Field; Challenges Comfortable Players

CHICAGO - "In the next 500 days, a company not currently in your field will introduce a product that's better than yours," futurist Watts Wacker predicted in his keynote
address at PRSA's Public Relations World Congress here last week. A venture announced at the same conference by Burrelle's Information Services and its broadcast monitoring
affiliate, VMS, has the potential to make this forecast a sooner-than-expected reality for many PR agencies.