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By Michael Bush
Published: October 05, 2009

Three keys for effective PR measurement:

Measurement is still very client- and industry-specific. But PR professionals say more and more they are finding commonalities across verticals that allow them to standardize a majority of their measurement programs. Here are three components an agency and client need to have in place in for effective PR measurement.

Client and agency must hammer out a clear understanding of the campaign's objective and what it is intended to affect (sales, reputation/brand equity, employees or public policy) to establish exactly what needs to be measured -- media impressions or engagement.

Find a "fit-for-purpose solution," as Joseph Russo, head of global research and measurement at Porter Novelli calls it, or an approach to measurement that takes into account the size of the PR program so that the measurement approach can be sized accordingly. The goal is to avoid spending more on measurement than the overall cost of the PR program.

Establish a clear communication of impact and results with the target in mind.