Fun With Measurement Math!
http://www.iabc.com/cwb/archive/2003/0703/math.htm

Jeffrey, Angela
Communication World Bulletin
2003

Abstract:

Recent research tells us that 97 percent of all public relations departments are involved in media relations, and 88 percent evaluate their campaigns using media analysis. On one hand, industry leaders urge us to measure the results of our work via business outcomes; yet on the other, communicators are still asked to supply output results as 'proof of performance.' Is there some link between the two that can cover both? Here are some relatively easy ways to make your media results speak with numbers that management will respect and understand.