Measuring the impact and effectiveness of public relations efforts can be complicated. It’s unfortunately not as straightforward as, for example, measuring the success of a properly tracked digital advertising campaign. Having said that, there are various models that seek to assign a measurement to public relations activity. Beyond Fifteen looks at: Goal setting Measuring outputs Changes in organizational performance Tracking and measuring impressions (positive, negative or neutral) Determining the quality of coverage Focus on engagement Transparent, consistent and valid tracking The key is to have clearly established public relations goals so that measurement can be based on reaching those goals. Goals may include securing coverage in specific publications or reaching a variety of engagement milestones.