Not having the right tools to measure PR results can often make people wonder if PR measurement can actually tell a clear and more meaningful story. It can also make people think that PR is somewhat vague when it comes to the delivery of results that they want. In the past, many clients and executives can attest that their PR efforts were actually making a difference. However, there was no actual proof to that effect. This made it hard to track for instance the customers who made a store purchase simply because they came across an article about that particular store in the newspaper.

Even though today some people are still having difficulties with PR measurement, the reason for such difficulties is not a lack of proper tools. This is because of the advent of the internet. The internet has opened the door for us to do PR measurement online. Public relations measurement can be done through various platforms such as Facebook, Twitter, website content, blogs and e-commerce just to mention a few. What that means is that measurement and data are in fact available.

All that is required nowadays to achieve effective PR measurement is finding the proper tools to help you reach your goals. You also need to make sure that you find the proper tools for measuring the results. However, because we are experiencing a change in technology at a fast pace and there are new tools constantly being developed, it can be a little bit tricky to find what will work best for you. This is where PR measurement experts come into play. They can assist you to see through the confusion.

Basically, PR involves a blend of search engine optimization, content marketing and thought leadership. Because the technological scene is constantly evolving, companies that offer PR services need to keep up with the pace. When you are making decisions about PR, there are certain things that you must take into account. One such fact is that people or clients want to see results. In the past, what happened was that PR companies did not necessarily have specific client expectations. The result was that although clients were paying a substantial retainer, they had no way to determine the results. As such, clients felt shortchanged by PR companies.

Nowadays, there are effective tools that can be used to measure the results. Therefore, PR companies must meet specific client expectations. It is very important to measure PR results in relation to business objectives. It is possible to measure your efforts using tools like DoubleClick Ad Planner, Klout, Google Analytics and WhoReTweetedMe and more. But, it must not end there.

After measuring your efforts, the next stage involves blending the data you collect with the client’s customer relationship management software, e-commerce software, as well as their email marketing software. Therefore, PR management goes further than just measuring your efforts using various tools. That is why PR measurement should be done by PR measurement experts in the field who have the requisite knowledge to help you achieve your goals.