Why and how PR pros should adopt the PESO model

The business world has been upended with the introduction of social media
and access to better data, but the PR industry has stayed stagnant.
Although there are industry voices committed to the idea that a PR
professional who says she can tie her efforts back to your business results
is a snake-oil saleswoman, there are also voices, such as Monique Bonner,
the vice president of marketing at Dell, who told Mashable, “It drives me
crazy when PR people say they aren’t in marketing.&rdq