I’m honored to have my article included as a primary resource for the national Public Relations Society of America‘s repository of references on measuring PR’s value. It’s truly humbling.

Here’s a link to the page as well as the highlighted excerpt:

Oates, David B. Measuring the Value of Public Relations: Tying Efforts to Business Goals, PR Tactics and The Strategist Online, August 2006.

Traditional metrics to determine the success of a public relations campaign are important, but only as initial data points to indicate where to further measure campaign initiatives against business objectives. These metrics will show how public relations programs generate long-term benefits, not just short-term responses. Oates explains that in order to do this, public relations professionals must think and act strategically to measure success of their programs, target audiences and messaging must be aligned to these metrics and execution of public relations initiatives will require changes in leadership.