Measurement starts with a decision, not a dashboard. Write down the outcome the campaign is meant to influence: understanding, trust, sign-ups, attendance, policy engagement, employee action or customer behaviour. Then select evidence that can reasonably show movement.
Use three layers. Outputs describe what the team produced and where it appeared. Outtakes indicate what audiences noticed, understood or remembered. Outcomes show what changed in behaviour or organisational results. Media volume alone sits in the first layer and should not be presented as impact.
Low-cost evidence can include tagged links, enquiry categories, short pre-and-post polls, attendance records, customer-service themes, search trends and structured interviews. Establish a baseline before launch and document limitations. Compare like with like, especially when media activity or platform algorithms change.
End reports with decisions: what to continue, stop or test next. A modest evaluation that states its limits is more credible than a large vanity number with no link to the objective.
Editorial note: Align terminology with current AMEC guidance before publication.
PR measurement without a large research budget
