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November 21, 2002 Update
from the by Katie Delahaye Paine Measurement was clearly the topic of the hour at PRSA. Not only were there more than a dozen case studies and lectures on the topic, but every one of them drew standing room only crowds. (I know measurement has truly arrived when the measurement lectures get assigned to the largest rooms). Not only are the sessions more measurement focused, but the exhibits were as well. It seemed that every other booth—Biz 360, PR Trak/Exogin, Bacon’s, Tek Group, Burrelle’s, Factiva—were all offering various forms of measurement. Unlike earlier PRSA conferences, the booths appeared busy as the 2000 or so delegates roamed around seeking solutions to their measurement needs. It was exciting to see the conference attendees flock to measurement sessions of incredible variety. From a relatively straightforward discussion of a media analysis program to the sophisticated relationship measurement techniques espoused by Jim and Laurie Grunig, attendees crowded in, took notes and asked questions. The other
major topic of the conference was corporate social responsibility. Sessions
on that topic were just as packed, and a new section dedicated to that
topic had its launch at this year’s Conference. |
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