| PR is measurable, but it all depends on your yardstick. | | | | from. |
| Every company has different needs, so each will have | | | | But what is not always measurable is the overall |
| to measure PR success in its own way. Some are | | | | effect that a PR campaign can have in the long run. |
| mainly interested in the amount of media coverage | | | | For example someone could cut out an article you're |
| they receive, others are interested in the amount of | | | | featured in but not call you for six months or a year. |
| traffic that the media drives, or the amount of sales or | | | | Someone can see you interviewed on TV and tell a |
| clients the media brings. Others are primarily interested | | | | friend who tells his brother-in law who calls for your |
| in image development. Their focus is more on | | | | service. After you've been featured in the media, |
| reputation building and credibility. | | | | you're not just someone who works in a particular field; |
| Some companies measure a campaign's success on | | | | you are now considered an expert in your field. You |
| the number of media hits, others on the response to | | | | have the credibility and validation of being featured in |
| each media hit; another way to measure, is to track | | | | the news. |
| the value of the story in advertising dollars. This can be | | | | That type of perception shift is amazingly valuable but |
| done by tracking what a full page of advertising costs, | | | | not always easily measurable. So the best way to |
| figure the page size and you can figure the cost per | | | | measure the success of your campaign is to start |
| inch. If you're looking at a national magazine, you'll see | | | | with very clear basic objectives. Also, don't start |
| that you're getting an amazing return on your money | | | | judging the success of a campaign after the first |
| with a few well placed PR hits. When it comes to the | | | | month or two, it's a cumulative process, give it some |
| Internet you can use Google Analytics or WebTrends | | | | time, let it build. Then see if your objectives are being |
| or ClickTracks to let you know who is going on your | | | | met, or if the campaign needs to be adjusted or |
| site and give you a good idea of where they're coming | | | | re-focused. |