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Thieke, Diane. Talk to Me: Making Public Relations Meaningful to Business Executives, Public Relations Strategist, Spring 2007.
Public relations professionals understand the qualitative results of their activities but often aren’t able to express them in ways that are meaningful to executives. Current quantitative measurement practices such as advertising equivalency values and measuring impressions are ineffective in demonstrating the strategic contribution of public relations to the organization. Thieke suggests that public relations practitioners should tie their communications program metrics to their company’s key performance indicators and show the value of campaigns by demonstrating trends of how the company is perceived by the media, rather than basing it on the number of clippings received.