To prove PR's value (or return on investment) we first define and agree measurable objectives using agreed criteria at the outset of the campaign.

These objectives are most often based on the original brief supplied by the client.

For example a media relations campaign may be measured by one of several techniques:

• Advertising Equivalent Value (AEV) of coverage achieved i.e. the cost of achieving the same volume if it was paid for using display advertising. 
  
• Opportunities To See. Used with tightly defined media criteria can be useful to assess impact and to benchmark performance against competitors.
  
• Message Focus. This involves analysing the quality of the editorial achieved by relevance to target audience, quality of magazine and the success or otherwise in conveying the message.  Once a scoring system is agreed it can be made simple to understand.  At Edson Evers we use a five star scoring system, where different criteria is used to decide on rating.  It enables measureable objectives to be set on achieving quality, defined coverage.
  
• Sales Leads Analysis. Where information can be captured this can help demonstrate a clear return on investment.  If the customer’s internal processes are rigorous enough these leads can even be tracked to conversion.
  
• Perceptual Awareness Research. How your customers or other target groups’ awareness shifts over a defined period of time. Typically this would be conducted using focus groups and an outsourced market research consultancy.