Proving to top management that your PR programs work has always been important, but is even more crucial now because of the economic slowdown. Showing that PR has an impact involves more than just collecting and counting press clips. It means convincing the boss that your PR messages are being received, retained and understood and that, more often than not, your PR efforts can play a role in changing people's opinions, attitudes and behavior patterns.

This hour-long presentation will bring you up-to-date on the latest developments in PR measurement and evaluation.  It discusses the differences between measuring PR at the output, outgrowth, and outcome levels offers tips on how to measure in the most cost-effective manner possible and, also, features a number of real-world case histories of PR effectiveness, including several that have won PRSA Bronze Anvil awards for excellence in PR measurement.