Standard measurement practices within the Public Relations industry have been implemented to help Public Relations professionals evaluate a campaign’s success. With many businesses in the market and budgets under close supervision, the skill of accurately gauging the success of a campaign and conferring PR’s value in accomplishing the goals of the organization is important.
GW’s Strategic Public Relations master’s program focuses on the argument of the topic of measurement in the industry. Although there is much direction given from PR experts concerning what to measure, the industry still demands a standard on how to define these measurements to determine effect as well as ROI. Nevertheless, measurements are in fact clearer, while response and audience engagement bears the most significance.