David Phillips raises some interesting ideas in his comment about the Canadian MRP system, but I have to take issue with one thing he said in his comment
"I think a lot of this media evaluation stuff is just not worth the effort. It is being done for people who, because of their very demand for it, will be disintermediated out of a job in a few months."
I think he's wrong on two counts. First of all, I think a lot of managers today are demanding results, not for justification purposes, but for the purposes of making better decisions. Face it, there are just too many options out there these days to rely on your gut instinct. To blog or not to blog, to blog or to podcast, to Search Engine Optimize? To pay for placement or not? These are the questions that PR people face every day and you can't make decisions this important without data to back them up.
And David you're also wrong about people asking for measurement being out of a job. Most measurement wonks I know have used their PR research programs to get raises, promotions, more responsibility, better jobs, and in some cases retirement packages that enabled them to afford mult-million dollar coastal homes.