As other disciplines rename and claim traditional PR domains, it seems that the relevance and importance of PR has great potential to fall behind. Is a renewed focus on measurement and evaluation a way to reclaim our expertise and respect for the profession?

In a special Measurement Month panel webinar, three veterans of very different communication fields come together to discuss the importance of M & E, why practitioners seem to be reluctant to use this powerful tool, how simple it is, and where the profession has potential to go by hitching its wagon to M & E.