Real-time tracking, media analysis, and immediate evaluation of ROI are big selling points for campaign-management software. Kimberly Krautter weighs the options.
In the aftermath of corporate and Wall Street meltdowns, clients have rediscovered the virtues of managing reputation coupled with an almost evangelical cry for accountability and transparency - concepts the PR industry has been trying to sell them for decades. This could be a "beware what you ask for" scenario without nominal investments in technology. Fortunately, the next generation of ...