It's not unusual for large PR firms to develop proprietary measurement tools.
Promising tailored, tangible results and ROI, agencies with the resources and commitment to design such tools can be especially attractive to both current and potential clients - and that can help drive agency profitability.
But at smaller firms, opinions vary sharply on whether building such an in-house system is worth the investment. At the Merritt Group, a midsize firm based in Reston, VA, research and measurement are considered important ...