Measuring Media Relations Outputs for Internet Publications

If you think guidelines to measure print and broadcast media can give you a headache, trying to measure articles on the Internet is is akin to getting a frontal lobotomy. How
does one determine the number of people who may have seen a story on the Web, and what possible media value could it have? It's an issue that should be at the top of mind for
communications executives, especially if you consider how much faster the Internet has grown compared with the historic growth of radio and TV, for example. To get a better handle
on Web measurement, PRtrak/SDI recently worked with top executives in the advertising research, media buying and Web measurement industries to develop some methodologies and
guidelines that would lay a cornerstone for Internet media measurement for the PR world. These methods are now being used by a number of PR vendors and hundreds of practitioners
nationwide, and include the following: