The recommendations aim to get the industry closer to a standardized method of measuring four primary business outcomes: financial; reputation and brand equity; employees and other internal publics; and public policy.
The recommendations were developed by a Measurement Working Group led by Ketchum MD David Rockland, and comprised of Pauline Draper-Watts, commission chair of the Institute for Public Relations (IPR); Katie Paine, CEO of KDPaine & Partners; Mark Weiner, CEO of Prime Research North America; and Don Wright, professor of PR at Boston University. PRSA staff and members also contributed.
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