Mark Hass, former MSLGroup CEO and Edelman US president, has joined Proof analytics firm as evangelist and senior advisor.
Proof says its algorithmic engine can bridge the measurement gap between a PR program launch/implementation and its eventual impact on sales and reputation.
For PR firms, Hass believes Proof can shift the focus from selling time and talent to selling "provable audience influence and business impact."
Hass, who began his career at the Miami Herald and Detroit News, is a strategic communications/marketing professor at the Walter Cronkite School of Journalism and Mass Communications at the WP Carey School of Business at Arizona State University.
He also teaches at Princeton's Center for Information Technology.