Five Tips for Measuring Public Relations and Catching the CEO's Attention
http://www.iabc.com/cwb/archive/2003/0703/5tips.htm

McNamara, Julie
Communication World Bulletin
2003

Abstract:

Measuring the effectiveness of PR is critical to moving PR from a tactical function to a strategic component of your company's plan for success. But the old ways of counting clips just aren't good enough to convince today's management executives that their investment in PR and overall communications is paying off. Here are 5 Tips about how to measure PR in ways that will catch the CEO's attention and increase the stature of PR in any organization: