Spotlight
Wayne A. Sensor, Former CEO of Nebraska-based Alegent Health
Accountability
There are innumerable ways to measure the success of a communication program that go far beyond clippings. Comprehensive media content analysis can isolate whether our placements benefited the company if such analysis goes beyond gross impression totals and ad equivalency values. Few firms take the time to determine whether they really made the business needle tick. This is the yardstick of accountability by which PR programs should be measured.