Public Relations professionals won’t know how to evaluate a campaign’s success without the standard measurement practices in the PR industry. With budgets under close inspection and with many other businesses in the market, the ability to precisely gauge the effectiveness of a campaign and communicate PR’s value in successfully accomplishing the organization’s goals is outstanding.
The main theme within GW’s Strategic Public Relations master’s program focuses on the continuing debate of the topic of measurement within the industry. While there are many guidelines recognized by experts in the field which provide of general structure for identifying what to measure, the industry still needs to organize a standard on how to define these measurements to determine effect and ROI. However, measurements are becoming more clarified, and audience engagement and response carries the most importance.
