It depends on your budget and your objectives. Outputs typically refer to things like the number of stories printed or press releases generated, and are usually short-term and surface. While these figures may be useful, they do not measure the effect on the corporate bottom line or on the business of your organization. Impact and Outcome measures are inherently more revealing because they examine what behaviors you are changing among your constituencies or audiences; they're usually far-reaching. For more information, read the Guidelines for Measuring PR Effectiveness, published by the Institute for PR’s Commission on Research and Evaluation.

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