Aseem Sood ,

Impact Research & Measurement Pvt. Ltd, and Chairman, AMEC – The International Association of Measurement and Evaluation of Communication speaks to Charu Raizada in this episode of Mrigashira about measurement – which is integral to every PR campaign. They discuss the importance of having a robust measurement framework from the start of a PR campaign. Measurement and the way it is framed can have a real impact on the way the communication function is set up, it’s activity, it’s strategy and ultimately, it’s success.

Lot of people believe that measurement is something that is only done to see whether we have done well in the past. That’s a myth

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