Rise Of New Media And Integrated Marketing Challenge Measurement

It's not just your kid's Myspace page anymore, loaded with high school drama recaps and pictures from last night's house party. The explosive growth of social media platforms

has infiltrated the inner workings of business, and it's been (for the most part) duly noted by communicators. But another trend has crept into the business landscape - that of

the disintegrating distinctions among PR, marketing and journalism. Coupled with the growth of new media, this has complicated PR's reliance on measurement to gain C-suite

acceptance and prove contribution to bottom-line results. (See page 2, Charting the Industry, for statistics to back up this trend.)