PR is complex and there is no single evaluation method that truly measures the media value PR brings, customers' change in perception towards a company or a product, or how much PR contributes to the surge of your product's sale. Frequently used benchmarks include:

Media Monitoring Analysis:
The number of clips generated, the Advertising Value Equivalent measurement, counting the value of editorial space gained without paying for advertising, and also how many core messages are delivered to readers through publicity.

Return on Investment (ROI) Analysis:
Compare how much you invested in PR with the Advertising Value Equivalent you received through media coverage.

Surveys & Opinion Polls:
Research-based measurement tools such as ACNeilsen to track if PR influences the way your target audience thinks and acts. Studies can be conducted both qualitatively and quantitatively.