Measurement: Add Muscle to Your Program Before Budget Time Hits. PR News | September 22, 2003 | COPYRIGHT 2003 Access Intelligence, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information) Copyright

If the evolution of PR measurement were being traced right now, it would probably be approaching the Neolithic Age, a period of tremendous change in human history.

For communication executives grappling with measurement, the tectonic plates have finally broken. (PR measurement tools have been around in one form or another since the early 1960s). These days both corporate PR pros and their agency reps are less resistant to measurement and are growing more comfortable with the idea that although PR is in many ways an art form, companies can inject some science to it.

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