In any discussion with prospective clients, the question that is sure to come up is ‘How do you measure what you do?” Once upon a time, it was all about media relations and how the media coverage obtained through public relations produced a stellar return on investment when measured in advertising costs, reach and impressions. Sidestepping if this was ever a valid measurement, its relevance is even less today as media relations has become a much smaller part of what PR delivers in reputation, brand building, crisis management, internal communications, and direct-to-consumer communications and sales.

One article that I found to have good insights into social media and PR measurement is “Public Relations Measurement 2010: Five Things to Forget and Five Things to Learn,” by Don Bartholomew. I especially liked their suggested new model for measures, looking at exposure, engagement, influence, and action. Read more at MetricsMan.

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