South Africa, Dec. 2 -- Without strategic access, practitioners cannot begin to add strategic value.

This is significant for measurement because without strategic access, practitioners cannot begin to add strategic value.

Practitioners need strategic access to align the communication goals with the overall business goals. But for this to happen, they need to have strategic access, and for this to happen, they need to be part of the business's organisational strategy.

Strategic access is a prerequisite for mature PR practice, which is a prerequisite for measurement maturity.

"If you have no idea what the business goals are, it is because you don't have strategic access, and then there's no way you are going to add that value that you a...