Measureing PR efforts in new media

The IPRS (Institute of Public Relations Singapore) is organising a conference and workshop on the 1-2 Aug 07. The topic - Public Relations 2.0: Engaging Stake Holders in New Media Landscape.

I am looking forward to hear what some of the speakers and experts in the field are presenting, especially the workshop on How to measure PR efforts in new media. There have been many "recommendations" from experts but is there an "industry standard"?

While I am on the topic of new media, I came across an interesting blog providing some great tips on measuring PR

Brian Solis's blog (one of my favourite) has this entry about "what's wrong with social media", I have been hearing so much of the term, social media. Many people in the PR industry have been talking about it but at this point, I am still not sure what exactly one can expect when the term "social media" is used.

One of Brian's simple definition of social media in the entry - "Read. Write. Create. Share. The revolution will be socialized" - and I agree. And I started to question, if an agency is managing a "social networking" account, is it a MUST to have all the consultants in the team to at least - start "socialising" using the technologies in the new media?

I shall continue researching and reading, with the aim to understand (1) what is the fuss about "social media" (2) who, how and what defines "social media" and for PR, what is the impact and changes to the media scene and approaches that consultants can adopt to pitch, reach out to, measure etc...