Media measurement is one of the most variable issues in any negotiation between a client and a public relations practitioner. And because more than 50% of the PR industry do not belong to the official industry body, the Public Relations Institute (PRISA) which sets the standards for best practice (based on global imperatives), it's the wild wild west out there when it comes to measuring the outcomes of PR and quantifying the financial investment by the client. The editorial vs advertising ratio is controversial enough, with some PROs sticking to the industry standard of 'x3' (ie, editorial value is 'x3' that of advertising rates), with some going as high as 'x14'! But when we hear PROs admit that they buy editorial space and then charge the client a premium for "placing the editorial", then it's obvious the industry has an urgency in benchmarking best practice on this issue. Join PRISA and Bizcommunity.com on 7 July at an industry-wide debate. See further details below. Have a good one! Louise Marsland, Editor, editor@bizcommunity.com