PR measurement is an issue for both the big and the small. Many organizations can benefit from public relations and not all of them are huge corporations with massive budgets. Those with more modest budgets can gain a lot from the value and cost-efficiency of PR, but measurement is one area where small to midsize clients are not getting as much as they could out of their PR efforts. MEASURING OUTPUTS It’s very common to measure news clips, which is the raw number of clips, column inches, circulation numbers or advertising value equivalency (AVE). That’s sometimes known as measuring output.
Cost-Effective Ways to Quantify Your PR Efforts
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