intelligent measurement

An interesting post from the Metrics Man on the “Media Measurement Catch-22″ as he puts it. His main point is that “you are what you measure”, in other words,  you will focus you efforts on achieving the metrics you set, and further:

If all you measure is media relations (primarily clip tonnage), that is how the PR profession will be valued.

Read the full post and if you are interested to learn more about the concept of metrics and how they influence our work efforts, consult the Hauser and Katz paper “Metrics: You are what you measure!” (pdf)

Glenn