Discuss the main methods for measuring and evaluating public relations communications.

Counting clippings, counting the number of impressions based on clippings, and advertising equivalency (a mathematical model that equates public relations to advertising value) are measures for PR.
Another PR measure is website traffic. An analysis of pre-campaign and post-campaign traffic a website receives will indicate some degree of success. Many sales leads are the result of calls-to-action listed on an organization’s website. As well, social media mentions are a measure of success. In addition to mentions, social media measurement can focus on conversations about the brand. Any lift in social conversation during or post-PR campaign will indicate the PR campaign had some impact. Social media networks such as Facebook, Twitter, Pinterest, Vine, and others are overflowing with users who interact with and follow brands. For each brand there are countless influencers and brand advocates who share status updates, tweets, videos, and pictures related to a brand. Granted, the potential impact of this type of activity is hard to measure but it does extend the reach of any planned advertising activity.

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