The most popular advice about PR measurement is also the least useful: count the clips, add up potential impressions, and present the total as proof of success. That approach rewards activity, not effectiveness. A campaign can generate substantial coverage without changing perception, prompting action, or contributing meaningfully to business growth. A credible answer to how to measure success starts with a harder question: what changed because the campaign ran? That requires a framework connecting communications activity to audience behavior and business impact, while acknowledging that earned media rarely creates a clean, single-touch path to conversion. Table of Contents Why Most
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