PR Takes Measure Of Its Effectiveness

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Public relations measurement has always been an imprecise science. But new tools such as Edelman Public Relations’ Relationship Index, launched last month, are emerging as alternatives to older—and some say outdated—methods such as advertising equivalency and press-clipping tallies.

Increasingly, the focus is on “outcomes” (sales results or increased awareness spurred by PR) over “outputs” (the sheer number of articles or media placements).

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