As we found in the latest roundtable on measurement, which we have been conducting in conjunction with the Institute for Public Relations, there is still a lingering fear of hard-line accountability that may prevent PR pros from implementing measurement programs.
But according to Rick Watrall, SVP at ImmediateFX, which measures all of a company's marketing efforts, they'd better get used to it. "There was that nervousness on the marketing side years ago," he says. "But on the advertising and media sides, ...