During planning of a public relations campaign, there is one element that focuses on the objectives for the program. Once the problem or situation is understood, these objectives can be listed. Objectives are usually motivational or informational.
The way a public relations practitioner measures the effectiveness of a campaign is related to these already established objectives. A measurement for a program is described as a means for public relations professionals to offer accountability not only to themselves but also to their clients.
Measurements are important because they are something to look back on when you want to do a better job. But another important reason for measurement is to determine if time, money, and resources are used effectively and in the best way possible.
According to THINK Public Relations the most widely used form or measurement in public relations is the compilation of press clipping and radio or television mentions.
In online media, measurement is usually done by how many hits a website receives or how many views a blog will get or even the number of comments posted to a particular blog post.
More ways to measure the effectiveness of a public relations campaign is determining the number of viewers who saw a certain news release or how many brochures were put into the hands of the public. Sales or market increase is also a form of measurement to test the effectiveness of a motivational objective. Even the number of people who call a toll-free number for more information or surveys that measure people’s thoughts before and after a campaign are tools for measurement.
As can be seen, there are a multitude of ways a PR practitioner can measure the effectiveness of his or her campaign. These measurements are important because they allow the PR professional to see what is being done correctly and what needs to be improved.