Evaluating the effectiveness of your campaign is an essential part in the public relations process. Analyzing the success of each tactic shows whether or not each was useful in achieving a goal or objective. Not only do you want to evaluate each tactic, but you want to provide value for what you were successful with. Collecting the articles and mentions about a client is one way to measure the success of your campaign. However, it is also important to attach a value to each medium where the client was mentioned.
For internet hits, use Quantcast to measure the value of each site. This free toll allows a user to type in a website and find out the number of viewers nationally and globally per month, while also breaking down the viewer’s demographics. The site continues to break down information, which is useful when attaching a value to the media coverage that has been obtained.
Not only can you use this site for evaluation, but you should also keep this site in mind when you are planning the outlets to pitch to. Check out the site to see what else it can do for you.