As evidenced by the discussion at PRWeek's roundtable event, measurement is a hot topic among PR pros right now. According to this story from The New York Times, advertising gurus are also giving it some thought. Both groups are seeking information about the same thing also: behavior. However, the tracking that's discussed in this article has raised concerns at the Federal Trade Commission (FTC).
Measuring results will demonstrate what's most effective from both advertising and PR efforts. With measurement on top of everyone's minds, it will be interesting to see what results the data gurus find.
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