Been asked about this recently, posting here for easy access – PR News Guidebook chapter (4 pages) on PR measurement, by Jesse Landis, APR – mostly still relevant:
PR News – Landis chapter – CLICK HERE
A few takeaways:
- Measuring the bottom-line effectiveness of your communications campaign is not all perfect-science, but there are many ways to show how your PR work is working.
- The metrics must be: tailored per campaign, clear to all parties involved, and included in the initial conversations on planning the program.
- Thinking through measurement from the outset can help force us to clearly define what success looks like, what role our work will have in that success, and what specifically needs to happen to help our clients and organizations “move the chains.”