This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.

PR measurement has been and continues to be a hot topic, as everyone from CMOs to heads of PR struggle to understand what, exactly, this rapidly evolving function is actually doing for their companies

Kevin Bryla, SVP and CMO of business processing software at ADP notes the struggles associated with PR measurement

“If you look at PR historically,” he says, “the ability to measure was resisted because it was a soft art.”

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