Gary Sheffer

Gary Sheffer

Gary Sheffer oversees external and internal communications and provides strategic communications advice to GE executives on a full range of corporate reputation issues. In his public affairs role, Sheffer works with external groups and individuals to foster understanding of GE policies and businesses. He joined GE in 1999 after 17 years in journalism and government communications. Sheffer also serves on the boards of several associations, including the Institute for Public Relations and the Arthur W. Page Society.

The journey of measurement and evaluation pushes at the limits of our ideas about the value of communications and public relations

It strikes me that I could summarise this article by paraphrasing Donald Rumsfeld. There are known-knowns. There are known unknowns and there are unknown unknowns. Let me start with the known unknowns first.

The fact is there is so much we...