‘Proof of Performance Metrics’ Gives Big Boost To PR’s Value

Considering that, just a few years ago, most of us weren't measuring our PR initiatives at all -- and very few were focused on "outcomes" -- a significant amount of progress
has been made on the measurement front. A study PRtrak funded last year for PR News, "Attitudes Towards Public Relations Measurement & Evaluation" by David Michaelson,
Ph.D., found that 42% of PR measurement budgets now are being directed toward measuring outcomes, while 58% are devoted to outputs (clip counts, impressions, message points,