The Public Relations Society of America is working on a new tool to
measure and evaluate the impact of PR. The project is being spearheaded
by the PRSA’s Counselors’ Academy, an interest group dedicated to
helping consultants provide the best service. It is being researched by
a panel including Hill and Knowlton’s US president, Tom Hoog and Pat
Jackson, senior counsel at Jackson and Jackson. The tool will take the
form of either a CD-ROM, workbook or training programme. It will be
unveiled at the PRSA’s international conference next October and will be
for sale from then. Leader, p11.
