CHAPTER 11

Measurement

The efforts of PR can be wasted, if the outcome is not measured effectively and when you are a small business, charity, or organization you want to ensure that you are getting value for money and not wasting your time. If you are not measuring content and its success, how can you really tell the impact that your PR plan is having? This question has plagued PR for years, partially the fault of PR practitioners for not demonstrating that their efforts actually changed behaviors in the way intended (Michaelson and Stacks 2017).

The Research, Measurement, and Evaluation Conundrum1

Until recently only elementary and basic research was conducted on the effect of PR campaigns. Press clippings, for instance, let you know that the ...

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