Measuring PR Initiatives

Mar 13, 2013

Ms. Paine, one of the best known PR measurement experts, almost single-handedly expanded the methodologies and effectiveness of measuring communication campaigns.

Years ago, the PR world was all about the race for "clips." How many articles did we generate? How many clips can we give our client? Katie Paine retired this notion. As a result, measurement is now far more comprehensive and telling.

My next entry discusses past practices focused on impressions and, yes, clips. Next I'll discuss how Ms. Paine changed this aging paradigm for good.