Public Relations Measurement

Public Relations Measurement should be built into every public relations program. PR Measurement Techniques can range from simple feedback mechanisms that link the result to the PR effort to significant investments in PR Measurement Tools and research, including:

• Anecdotal data, such as online comments, traffic counts, key message consistency
• Bounce-back tools, special codes, use of designated 800 numbers and email addresses
• Capture of new members, new analyst coverage, new customers
• Qualitative and quantitative research
• Share-of-voice measurement tools