Media Relations The 3 biggest PR measurement mistakes Sandra Fathi, president of Affect, discusses the three most common PR measurement mistakes—and how to avoid them. By PR Daily StaffJune 11, 2013 SHARE Ragan Insider Premium Content A lot of them make mistakes—from measuring the wrong things to not building measurement into the program from the start.The biggest mistake?Not having a measurement strategy at the outset, says Sandra Fathi, president of Affect. To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.