News Attitudes Toward Public Relations Measurement and Evaluation: Clients and agencies agree that measurement is more important than ever, but only one in five budget for it! This PRtrak-sponsored survey by David Michaelson, Ph.D. and executed by QuickSilver Interactive of Dallas, was conducted for PR News in the Fall of 2003. See the PR News Measurement Study (Microsoft Word .doc, 820K file).   Advertising VS Public Relations: Eight out of ten respondents to a nationwide survey conducted by Wirthlin Worldwide agree that "news articles are more believable than advertising." See The Wirthlin Report ( March 1999, "Buying Influences: Consider the Source", Adobe Acrobat Required, 520K file).   Why Bother Measuring Outputs? Research conducted by SDI on hundreds of thousands of clips yields proof that PR outputs correlate with business outcomes. See details and case studies in our White Paper: “It Works: Correlating Outputs to Outcomes!” (Adobe Acrobat Required)   How Does One Measure Outputs Correctly? See our White Paper on the nitty-gritty of do-it-yourself measurement, including ethical considerations. Includes all you wanted to know about Impressions, Media Values, the Multiplier, Content Analysis, Pass-Along Rates, and more. “A PRIMER: Measuring Media Coverage Effectively.” (Adobe Acrobat Required)