Congratulations to Lawrence Ampofo one of Metrica's account managers. Lawrence is featured in the May / June 2009 edition of 'Communications World', the magazine of the IABC (International Association of Business Communicators).  

Writing the 'in my opinion' piece, Lawrence argues that no standard set of metrics can be applicable to PR measurement in the era of online and digital media.  Lawrence provides some fascinating insights on relevant metrics for social media and networks in general and Twitter in particular.

Lawrence's thoughts are complimented with other must read articles of importance to all PR practitioners looking to prove their worth and justify their budgets.  Merry Elrick looks at which metrics should be used and when in 'Measuring to demonstrate value in a tough economy'.  Angela Sinickas points out that a lot of the PR measurement data that could be so helpful to communicators is in all likelihood already available within their organisation while Katie Paine in 'Goodbye eyeballs, hello engagement' argues that now is the time for the PR industry to abandon some of its older evaluation terms and to look to new tools and techniques for effective social media measurement.

These articles all written by some of the United States' leading PR measurement experts do require you to subscribe and log-in at the IABC's website. That said, the IABC has kindly allowed Metrica to make Lawrence's article available for download to Measurement Matters' readers.  DOWNLOAD 'Proving PR success in the digital media' as a pdf file here.