What the future of PR measurement will look like

Brands will ditch silos, focus on the customer, and connect results to business goals, Katie Paine says.

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“When the people raise their voice, finally realized their choice

Freedom made her sound,

It was a good thing coming down.

When that wall hit that ground, it was a good thing coming down

It was a good thing when they opened up their hearts

Such a good thing to make a new world start

You know it was a good thing to find the courage to let go

Such a good thing when they found the strength to know.

It took me years to build this wall, a house of cards that had to fall,

When that wall hit the ground, it was good thing coming down.”

—”Walls” © 1989, Rick Watson

My friend Rick Watson wrote those lyrics after the Berlin Wall fell in 1989, but they can apply just as easily today–and not just to the Arab Spring.

The future of measurement is in the dissolution of the walls and silos that have plagued our profession for years. It’s a good thing they’re coming down.

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