ithout diving into these individually it seems that all previous measurement of PR, and in many cases the rest of the gamut of marketing and communications is seeking to do one of three things, either a) Reach more people with your message, b) change the perceptions of those you already reach or c) Get people to do something new. Which ever of these you are trying to do they are all measurable, and in the social web these are even easier to measure, whether it is by views, stars, clicks, hits or even purchases! These kinds of metrics are all recorded and traced by the very people we are trying to track, rather than using the somewhat clunkier post-activity measurement mechanisms of “Old PR”.

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