April 2002 – How do you measure the effectiveness of your web public relations efforts? Essentially the same way you’d measure any other marketing efforts. The first, and most difficult, question each Internet marketer needs to ask is: What do you hope to accomplish with your web efforts? There are at least three major categories of purpose that are critical for public relations and covered by this paper:
1. Proactive publicity
2. Reactive crisis management
3. Relationship building
Measures of Success for Cyberspace
Katie Delahaye Paine
April 2002
