Setting Realistic End-of-Year Goals Enhances Impact of Measurement

You've taken the plunge. You've scraped up the money from your ever-tightening PR budget and have reserved a place in your senior management's collective mind for measuring
your PR program. Maybe you've even conducted your first round of measurement and have baselines in place. Now what? The next questions you should anticipate are: How do we know if
we've succeeded? When can we declare victory?