Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.

Question

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Tina McCorkindale emphasizes that measurement in public relations should always be grounded in the organization's goals and overarching strategy. This approach ensures that the measurement efforts are aligned with what the organization aims to achieve, making them more meaningful and effective.

Tina McCorkindale, President and CEO of the Institute for Public