Plan for Measurement and Incorporate it in the Budget

I had a conversation today with a PR colleague who is struggling to come up with funding for measurement. My reminder for all of you out there is that it is important for PR pros to plan for measurement and incorporate it into the budget from the beginning. That way you can set aside resources to cover it, rather than having to scramble to come up with a way to measure and analyze data once you are knee-deep into a campaign.

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