Jackie Matthews, leader of Communications Research and Measurement for General Motors and an elected member of the IPR Commission on PR Measurement and Evaluation, has a to-the-point new post on the Institute for Public Relations' Research Conversations blog: "The Case for Standards in PR Measurement." She says:
"I understand that there are almost as many different measurement systems as there are stars in the sky... However, even within the proprietary systems, I believe there is room to standardize the basic measures. The value will then come from how you utilize the measures to move strategy forward rather than debating the pros/cons and definitions of your particular measures. The more we can remove debate about measurement process and instead focus on strategy, the faster we all win."
Read the whole article here.