The power of the media and how to measure it

With $24b being spent on PR world‐wide, it is no wonder that PR is increasingly being asked to be accountable and demonstrate effectiveness, if not value for money. This paper examines ways to measure PR success, focusing primarily on media output. Helpful guidelines set up by the main companies involved in this activity under the banner of the Association of Media Evaluation Companies (AMEC) are laid out, including what budget to set aside, how to develop a brief useful questions to ask and check list for success.