In public relations, one of the biggest things PR people are trying to justify is net worth of their campaigns.
And when you get into tight economic periods, fuzzy metrics don’t cut the mustard. We were looking for a way that would prove that if you had to cut the PR budget, the company would feel the pain. We wanted to prove that you can measure the effectiveness of PR campaigns.
Read the complete story at http://www.inc.com/software/articles/200905/tech_talk_nikolich.html