ABSTRACT
The analytic software tools provide a variety of benefits that go beyond just evaluating the success of a particular campaign of public relations (PR) activities. In order to practice PR effectively it is necessary to actively and assuredly implement a program of monitoring, measurement, and analysis. The Computer Aided Research and Media Analysis automated media analytics service was one of the first to successfully apply automation in the mid-1980s and is worth highlighting in depth, because of its focus as a PR measurement tool. Even in the West, where PR is more mature, it has only been from the 1990s that evaluating and measuring PR activities began to be widely taken up among practitioners as a topic in seminars and meetings. In the West, the business of PR was established as a profession, and the methods of evaluating PR activities were mainly introduced by leading companies and organizations.
