Friday, July 06, 2007

New white paper available: Best Practices in Media Measurement

Dow Jones recently commissioned Professor Paul Argenti of Dartmouth’s Tuck School of Business to write a thought-provoking article about the evolution of and best practices in media measurement.

A key driver of the growing importance of media measurement is the increased number of C-level executives demanding accountability from their communications departments. Without
using new media-intelligence technologies, it is impossible for public relations or communications professionals to be truly accountable, comprehensively monitor media coverage, or make fact-based decisions regarding communications strategies.

This white paper is intended to help communications professionals understand how new media- intelligence technologies are changing their roles. It also provides ideas about how media measurement can be adopted to add more value going forward.

Feel free to download a copy of the article here.

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