PR can be measured. It can be tracked. Before any campaign begins, there has to be an agreed-upon goal between the client and the PR expert. This is one of the most important factors, as it is the goal which ultimately determines the delineated strategy of the campaign, as well as its outcome.
What do YOU want to happen with your PR campaign? More word-of-mouth? More calls coming in? Better ROI for your marketing dollars? Better shareholder relations? Improved production? Figure it out and then figure out HOW you’re going to track it. Statistics and analytics are key to determining the effectiveness of any campaign.