The past few decades represent a mix of progress and stagnation in the field of public relations measurement, research and analysis.  While a core group of research experts and interested parties work hard to elevate the "science beneath the art," practitioners have been slow to respond.

More and more senior executive decision makers, however, are mandating that their organizations' public relations programs answer the question, "Was our public relations budget spent wisely?"

In an online discussion that took place over several weeks, leaders of the profession discussed the issue of cost per thousand (CPM) as a viable metric for practitioners to adopt in a more consistent way.  Despite their conflicting views, these leaders share a bond far stronger than their differences:  a passion for establishing a legitimate means of evaluating the impact of PR programs.