PRSA’s chair weighs in on ‘PR’s next great challenge’: Measuring social media

Rosanna Fiske

Now that PR has finally moved past the dreaded and outdated advertising value equivalent (AVE), we can rejoice that our profession’s longstanding measurement issues are resolved. Right?

Not exactly.

One problem has been crossed off the list: developing global measurement standards. The Barcelona Principles achieved this, with further codification at July’s European Summit on Measurement. But other issues remain.

Chief among them is PR’s next challenge: measuring social media.

Read the entire article at PR News Daily.