Measurement and Evaluation in PR

Measurement and evaluation in PR are the processes of assessing how well a public relations campaign is performing. Measurement involves collecting data—such as media coverage, social media engagement, or website traffic—to gauge reach and visibility. Evaluation then analyses this data to determine if the campaign's goals are being met, like increasing brand awareness or improving public perception. Together, they help PR professionals understand what’s working, what needs adjustment, and the overall impact of their efforts, ensuring resources are used effectively to achieve desired communication outcomes.