The best measure used in evaluating the success of public relations is to:
A) Consider its direct impact to the consumer
B) Conduct surveys of buyer awareness
C) Determine the effect on sales and profit
D) Count the number of media exposures

Question

Quizplus · Accepted Answer

The ultimate goal of public relations is to positively impact the organization's bottom line. Therefore, measuring the effect on sales and profit is the most effective way to evaluate the success of PR efforts. While media exposures and buyer awareness are important metrics, they do not provide a direct correlation to the financial success of the organization. Direct impact to the consumer could also be subjective and difficult to measure accurately.

The Best Measure Used in Evaluating the Success of Public