A PR report can look busy and still answer the wrong question. A folder full of clippings, a neat spreadsheet of mentions, and a few cheerful screenshots may satisfy a weekly check-in, but they won't survive a boardroom question like, what did this coverage change? That gap is why the measurement of PR has moved from a reporting task to a management discipline, especially when executives want evidence that communications is affecting awareness, demand, or reputation. The old habit was simple, count the clips and move on. That approach overstates value because exposure isn't the same as business impact, and
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