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The reason I don't think "PR measurement" is the most accurate forward-thinking term, is because the art of what it takes to be a communicator, much like the art of finding happiness, requires an "X factor" that is extremely difficult to quantify. You often don't achieve PR success by aiming directly at things. However, if we take a giant step backwards, inhale deeply, and acknowledge what's true about our profession - that there is a science aspect which can be measured, and in doing so we validate our art - we will be an industry ripe with leaders who can gently, yet definitively, navigate the ever-changing tides of business challenges, market opportunities, and company growth.

Source : https://www.inc.com/rebekah-iliff/5-step-methodology-for-increasing-your-pr-success.html

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5 Step Methodology For Increasing Your PR Success
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