I’m definitely going to keep my eye on this story as it develops.  I’d be interested to learn the results on athis new “WOM impact guarantee program” which focuses on guaranteeing results - or your money back.

http://adage.com/article?article_id=129593

Interestingly enough, I hope this contest of sorts doesn’t influence others to pressure public relations professionals into guaranteeing results.  Liza and I just had lunch today with a colleague and we were discussing how - no matter who your client is - it’s impossible and unethical to guarantee results, simply because of the nature of public relations activities and its relationship to what the media chooses to report.

Feel free to weigh in.