ABSTRACT
Internet measurements for public relations (PR) can be seen as a funnel, with broad measurements of performance and web at the top, and information at the narrower sections lower down in the funnel. The top of the funnel is often referred to as the "awareness" or "familiarity" stage of marketing and PR communications. Social media engagement is an action that typically occurs in response to content an on owned channel. New tools are appearing all the time from leading measurement firms such as Nielsen, Cision, Meltwater and others. Such increasingly sophisticated tools include a broad range of media monitoring that allows PR professionals to understand what consumers and potential consumers and thought leaders and opinion makers are saying and writing about products, companies, brands and individuals. They surveil the millions of social, broadcast, print and online sources and aggregate what they find in "dashboards" that show up on a computer screen and can be easily put into presentations.
