Developing a system to measure PR's effectiveness may sound impossible, but a new set of principles is swiftly making measurement a reality.
The International Association for Measurement and Communications (AMEC) and other industry organizations, such as the Institute for Public Relations (IPR) and the Public Relations Society of America (PRSA), are making steady progress toward a PR measurement standard.
Some 200 practitioners, corporate executives, vendors, and representatives from 30 countries attended AMEC's early-June meeting in Lisbon, its third annual global summit on ...