Public Relations has predominantly been measured through a rise in circulation, increasing column inches, and front-page coverage occasionally. The yardstick to measure the successful of a PR campaign usually involved some form of measurement by volumes, number of articles, key touchpoints in media houses, extravagant headlines and share of voice. Sounds familiar? It is. These are all various forms of disguise for the erstwhile AVE. I kid you not. It is still around. However, in the current digitally dominated world, the old metrics are being challenged and a push towards making them obsolete in underway as they do not reflect audience behaviour. Visibility alone doesn’t translate to generating value. For…