You’ve Counted Your Clips – Now What?

Measurement has been a buzz word over the last year as thinning budgets and looming layoffs drove communications execs to adopt more quantifiable measures of the impact of PR.
But beyond justifying the existence of the PR department, how are PR practitioners making use of all the data they've amassed to reorient strategy, revise client goals, or even
point the way to deeper, better measurement and research?