ABSTRACT
A very basic quantitative measure would be the number of generated articles, while a typical qualitative measure would be the tone of an article. This chapter examines the true soft measures of public relations (PR). Corporate PR practitioners’ company or their company entity usually has a business plan. This business plan could be a very formal document that has been developed using standard planning processes like for example a ten-step-business planning process, from customer analysis to the first year’s plan. The business plan should break down into business fundamentals that are reviewed on a regular basis, for example a review could be done every quarter. The objective of business fundamentals is to provide a quick overview, or a management summary of the status quo. In an ideal world of being represented with three business fundamentals, it should be good practice to define one quantitative and one qualitative measure, and an internal measure in addition.
