THE NEW MATH: PLOTTING PR’S COURSE ON THE MEASUREMENT CURVE

In the evolution of PR measurement, many have taken the easy road and blamed SENIOR MANAGEMENT - that faceless nemesis - as the main culprit blocking the path to research nirvana. But a straw poll taken at last week's PR NEWS "Best Practices in PR Measurement" seminar indicates there may be more insidious forces keeping measurement practices from being all they can be.