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Advertising and media
Four levels of PR measurement
| Level | Question it answers | Example metrics |
|---|---|---|
| Outputs | What did we produce, and what got published? | Coverage in target media, key message included, spokesperson quoted, tone |
| Out-takes | Did people see, understand and remember it? | Engagement, time on page, recall in short surveys |
| Outcomes | What changed in what people know, think or do? | Branded search, survey shifts, enquiries, sign-ups, applications |
| Impact | What changed for the organisation? | Sales, qualified leads, reputation scores, partnerships, retention |
| Level | Question it answers | Example metrics |
|---|---|---|
| Outputs | What did we produce, and what got published? | Coverage in target media, key message included, spokesperson quoted, tone |
| Out-takes | Did people see, understand and remember it? | Engagement, time on page, recall in short surveys |
| Outcomes | What changed in what people know, think or do? | Branded search, survey shifts, enquiries, sign-ups, applications |
| Impact | What changed for the organisation? | Sales, qualified leads, reputation scores, partnerships, retention |