so said to see too many outputs, rather than outcomes in PR measurement. This and another 6 useful tips for more effective measurement
The old outcomes versus outputs debate can be a bit jargony, but the words are precise. If you count the number of posts you post, news releases you send, speeches you give, then that’s measuring output and all you’re really doing is measuring your own productivity. But if you shift your focus to how all of this public relations activity is making people feel, think, act, then you’re measuring outcomes, and that’s the real goal.