Smoke Signal – A Public Relations podcast host, Paul Cheal, talks with global measurement expert, Fraser Likely, about the future of measurement and evaluation.

As a communication management consultant, adjunct professor and researcher, Canadian-based Fraser Likely has been interested in the evolution of evaluation and measurement in public relations and strategic communication over the last 40 years.

In this special podcast for Measurement Month, Fraser shares his thoughts on:

• The role of technology in enabling better measurement
• The disconnect between theory and practice and how we overcome that
• What’s next in measurement and evaluation.