The success of public relations has always been amorphous, challenged by a lack of tangible parameters of measurement. In fact, measurement, has often been considered the Holy Grail of public relations - as everyone knows about it, but is unable to find it.

There is a famous saying that “What cannot be measured, cannot be managed”

By definition, measurement is the act or process of ascertaining the extent, dimensions, or quantity of something. Therefore, the measurement of a public relations programme would logically mean the act of ascertaining the extent, dimensions or quantity of its achievements – the magical something.

I believe that public relations if often seen merely as the act of gaining favourable press coverage and hence the measurement of its impact is limited to the extent of the favourable press coverage it was able to garner. In fact, this is just the beginning of the long journey of measuring public relations.

While targeting favourable press coverage, the measure of the success of a public relations programme predominantly Click to Read More

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