How does one go about measuring the results of PR?

This is a question that has been asked since the dawn of the profession. The answers today are different from what they were even a few years ago.

Measuring the impact of public relations has never been a more critical issue. When the economy turns troubled, the traditional reaction of executives has been to rein in marketing and public relations activities. As budgets tighten up, every line item is under intensified scrutiny. Managers ask: Do we really need to do this? And what is our ROI that justifies the commitment of people and dollars in this endeavor?

As in previous economic downturns, executives are demanding that the value they are getting from their public relations programs be quantified. There’s more at stake in this quest that just preserving programs and jobs – a recent survey reveals the power of targeted communication to genuinely affect whether a business can survive and succeed through a down economic cycle.

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