How To Measure The Effectiveness Of PR In public relations measurement, the effectiveness of PR efforts is greatly determined by media placement and message distribution. Thus, one of the most basic forms of carrying out evaluations is counting the number of news releases, photos, feature stories and even letters that have been produced within a specified time. Also, measuring PR effectiveness entails dealing with changes in behaviors, opinions and attitudes of audiences. Social media measurement on the other hand involves tracking of content in platforms such as news sites, wikis, blogs and social networks such as Facebook and Twitter. In view of this, assessing PR campaigns comprises measuring of results against particular objectives which have to be put down at the planning stage. One of the reasons why companies evaluate their PR efforts is to help them experience better performance in subsequent efforts made. However, it is up to the personnel in charge of PR to set criteria through which the success of PR efforts can be measured rather than wait to do it when results have already been obtained. To establish objectives and measurement criteria, PR consultants should think about whether the program was properly planned, if the message recipients understood it and what would have been done/can be done do to make it more effective. In addition, it’s also crucial to evaluate whether all the audiences were reached (both primary and secondary), if the organizational objectives were realized, the circumstances that may have affected the success rate of the activity and if the program was executed according to the projected budget. Where there’s a problem relating to any of these issues, steps have to be taken to ensure a better outcome in future initiatives. Some of the useful techniques that can be applied in public relations measurement include survey sampling, opinion polls, news clip analysis and quasi-experimental designs. At the most basic level, PR measurement may involve simple counting of message compilations that are available on media, and this sort of evaluation ensures that the management has access to data on the staff’s productivity. On a second level, evaluation of PR efforts involves techniques that are more complex. Here, audience awareness and message retention have to be determined. For instance, newsletter editors have to assess their readership every year in order to find out about reader perceptions, source credibility and how the newsletters have contributed to meeting organizational objectives. The third level, which is also the most advanced, pertains to measurement of behavioral changes as well as differences in behavior and opinion. In this regard, there may be tracking of events on social networking sites, message boards, forums, micro blogs and video and photo sharing websites. This plays a great role in determining the sentiments spread during online conversations in relation to a particular brand or topic. In the same way, they also help establish consumer choices. Using information acquired through such means, PR professionals can be in a better position to work on more effective marketing strategies and they can all together, get rid of techniques which don’t appear to be working as required.