Conversation Agent - Valeria Maltoni - Putting the Public Back in PR Measurement

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@Danny - it's work to establish a baseline and hold yourself to it. It's worth it though. Otherwise you keep having the same discussions around "so what?" and it's much more difficult to justify pulling resources to build programs out.

@Randi - thank you the the links, very helpful. The parentheses gets URLs messed up. I've been a long time PRSA member and each year contribute to the research fund.

And the links didn't format - sorry.
Try for the PRSA measurement and public relations value tools and for the Institute's white papers & discussions.


Great post, Valeria!
Just as an FYI (if you want to add this into your resources bit) - last year, PRSA put together a number of Web pages with links to measurement resources as part of the Business Case for Public Relations ( There's a listing of Case Studies that show how campaigns can bring about measurable public relations outcomes, as well as measurement resource campaigns duscussing AVEs & multipliers, measuring the effectiveness of your online messaging, as well as measurement examples set up by industry & practice area. Articles & case studies are from the Institute for Public Relations (, PRSA's publications and Silver Anvil award winners.

Hope the pages are useful to you and your readers!


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