BORDER LINES: NEW YORK: PR measurement tool launch

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.