We've never heard a PR person say measurement is a bad thing... at least not one who was doing a good job. And in a challenging economy, it is likely many PR pros will see increasing pressure to show their value to their organizations' bottom line.
 
Unfortunately, PR has fallen into the trap of measuring what is easy to measure, even if it doesn't really mean much. Measuring impressions and ad equivalency prevail (see Erica Iacono's August 11 PRWeek ...