Public Relations Effectiveness Yardstick is a straightforward set of guidelines a professional PR practitioner can follow if he or she wants to measure PR effectiveness. There are three levels of to be taken into account:
- The most basic level measures message distribution and media placement. This level lets practitioners know where the message is being sent, and who is receiving it. Message reach and dissemination details are a starting point to gauging effectiveness.
- The second level serves as a measurement of audience awareness, comprehension, and retention of the message. On this level there is more information about what portion of the audience was aware of the message. With this one can gauge what they took from the message and what they clearly remember about it.
- The third and most advanced level is the measurement of changes in attitudes, opinions, and behavior. With this detail oriented measurement comes the part that practitioners love –how did the audience react, did they buy something, change their opinion, not buy something? This level gets to the core of not only message reach and perception, but audience synthesis and adaptation.






