We’ve just posted a new tip sheet that talks about the most common approaches to evaluating PR campaigns [EDIT: this is no longer available, but you can access our Evaluating PR campaigns presentation on SlideShare]. Measurement and evaluation is essential if you are going to learn from your past campaigns and ensure that you do even better in the future, and are even more important if you want to make your agency accountable by using payment-by-results.
This tip sheet outlines some of the most common approaches to evaluation and concludes that you probably already know the best way to measure and evaluate your PR campaigns.