Evaluating your PR efforts

Often trumped up as an obvious point, surprisingly little attention is given to the importance of developing tools to track the effectiveness of your communications. One common sentiment is that "it's too expensive". Another viewpoint expressed is "well, can't you just get down to communicating my message?" Afterall, it seems simple. The more media hits you get, obviously your PR efforts are working.

The trouble with this thinking is that it assumes your targeted public has seen the published material and has acted as a result of what they saw. That can sometimes be quite a stretch.

Bottom line: investing in some form of evaluation diametrics makes sense! One source I've found interesting at a reasonable price is Survey Monkey.