Is Combining PR Strategies the way to go?

I often hear PR pros debating the best way to effectively measure PR.  I recently found this article over on PRMoment looking at the tools that are available: http://bit.ly/XVzl4u.  It is an interesting conversation.  I think measurement progress is happening, as clients are demanding it to happen.  Data driven PR strategy should be the goal as we look to meet these needs, but is there a combination of factors we should consider when looking at this?

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