KDPaine & Partners frequently gets calls to help improve and validate the results of measurement programs. What we frequently find, when we dig into data from the big name monitoring companies, is that as much of 60% of what is delivered as data is what I would consider to be webspam, or at the very least, not "earned" media at all.
To my PR collegues out there I have to wonder: Did you really "earn" those dozens of paid press releases on content farms? Did you really count the hundreds of pay-per-posts? Do you really want to take credit for the ads for Viagra and Vioxx buried in that content?
No wonder PR measurement is suffering from a loss of credibility. Maybe the new version of Google's Panda algorothim will help. If nothing else, it makes my job alot easier.