In PR, measuring how your efforts impact bottom-line business performance isn’t straightforward. That’s why it’s generally accepted that PR measurement focusses on outputs instead of outcomes, ‘tweets sent’ instead of ‘revenue generated’, for instance. But PR is changing. Clients shouldn’t have to make do with woolly measurements that tell them nothing about the return on their PR investment. Effective measurement (that doesn’t blow your budget) is possible. This whitepaper explains how and why.