While measurement might have once been considered disposable, PR pros say it is now increasingly a necessity for their firms and clients. Measurement is informing PR programs and pitches, and helping to demonstrate ROI, which has gained even more importance in light of the economic recession.
“The trend now is a major increase in measurement,” says Natasha Fogel, EVP with StrategyOne, the independent measurement arm of Edelman. While the group does the majority of its work with Edelman, it also works with ...