Demystifying PR Measurement2 PR and communications have become an integral part of organizational success. This is evident from the growth the industry has experienced every year in every global region, as well as from the fact that brand reputation – a key business asset – is now more critical than ever. However, there is one area of PR that has been a struggle, and it is measurement. While it is arguably one of the most important elements of a solid communications strategy in 2022, in many cases PR measurement continues to be unstructured, ad- hoc or an afterthought, and a lot of communicators still consider it too complicated. And not surprisingly so — typically, PR pros don’t have data and measurement backgrounds or training. What if PR measurement could be simple, easy and alm

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