PR Evaluation: Reality or Pipe Dream?

Tuesday, December 13, 2005

Quantify Results!


It is unfortunately true that the real value of public relations and its contribution to the total strategy of an organization will only be acknowledged when its results can be quantified and evidence can be presented to the top management. Roger Haywood in his book All about Public Relations (1991, p.323) notes that frequent measurable factors include: budget (to complete activity within the agreed sum), awareness for the organization, possible shift in attitude, media coverage, response generated by the campaign and changes in sales volumes or prices.

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