ABSTRACT
In this chapter, the authors focus on measuring the output level. They aim to run a press conference to announce their company was starting business in Russia and to introduce the new management team running the new office. The authors deal with an example of public relations (PR) campaign which will help us introduce new measurement instruments closer to our everyday life. In a PR campaign, the authors can combine the best suitable tools to reinforce a message and to gain a larger mind share of their target audience. The ‘influence tracker’ approach to measuring corporate PR practitioners’ results has the big advantage of being easy to use and it should be considered to be almost self-explanatory. In the business press, a positive statement from a security analyst is a valuable asset – usually even more valuable than a quote from a celebrity or an industry analyst since it has a direct impact on corporate PR practitioners’ share price.
