"How do you measure PR?" Traditionally, this question has plagued the PR industry as marketers struggled to tie their media outreach to their bottom lines.
Meanwhile, direct marketers love to talk about measurability, from the collection of data from specific vanity URLs in direct-response TV ads to the trackability of email marketing campaigns, as the primary selling point of their services. PR pros, not so much. I know all about this after serving as news editor of Direct Marketing ...