The Public Relations Blog

Understanding PR outputs, outtakes, outcomes, and impacts

Public relations, like anything else, has its own vocabulary. When you’re working with your PR team to plan a successful campaign, it helps to know the meaning of terms that PR professionals use. The terms outputs, outtakes, outcomes, and impacts are important elements of a PR campaign that you should know.

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Topics: PR measurement, PR evaluation, Earned media

Understanding PR inputs and activities

When designing a public relations plan for your company, Axia Public Relations starts with your goals and objectives. Then, we break them down further into inputs and activities. This is the first part of creating an effective PR program for you. We’ve created a scenario around Twidget, a fictional company, to illustrate how this process works and to help you understand what we mean by inputs and activities.

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Topics: PR measurement, PR evaluation, Earned media

Overcoming 3 common PR measurement objections

You do have the time, money, and data to measure public relations


The reasons for incorporating measurement and evaluation into your company’s public relations strategy are many:

  • You know actual metrics behind reach, impressions, items, mentions, and engagement to understand the effectiveness of campaigns.
  • You see which media channels certain audiences are most responsive to.
  • You can predict future trends for better planning and agile response.
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Topics: Investment, PR measurement, PR evaluation, Earned media

What’s the difference between measurement and evaluation?

With the increased emphasis on quantifying the results of public relations actions, having a solid grasp of the fundamentals of measurement and evaluation is essential in making wise decisions around the use of data. Although many people put them together, measurement and evaluation are separate concepts. To be most effective, you must remember that they’re distinct tasks at different places within the framework of data collection and analysis. 

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Topics: PR measurement, PR evaluation, Earned media

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