NEW YORK: Carma International has introduced a service that tracks interaction with journalists against media measurement results. The Journalist Relationship Management (JRM) system is a feature of Carma Online."More and more we've been hearing from clients and prospective clients the need to show a clearer return on investment through measurement," said Jennifer Hoffmann, VP of Carma International. "This provides a tool that they can use on a day-to-day basis." She added that the product assists PR professionals with integrated communications management, something that has become one of the "Holy Grails" of the industry. The JRM system, which is an add-on feature for current Carma clients, allows users to record and save contact information for each journalist who has reported on their company or competitors. The activity log feature allows users to record a communications history with the journalist. "[This] gives a more tangible way to see how the activities of media relations team affect the results in the media coverage," Hoffmann said. She added that such a capability could be especially useful to companies during a crisis. In the next phase of development, the JRM system will also allow users to graphically view the results of media relations activities over time, Hoffmann said.