It’s one of the hardest things in PR, measuring success. So how can you do it?
In crisis comms, success can be judged by a “negative number” according to Chenda Ngak (Automattic.com). The fewer uncomfortable headlines the better. If there are no negative headlines, you’ve done your job.
The only problem is that when there appears to be no activity it can be hard to expand within the company so record-keeping is essential to show when awkward inquiries have arrived and have been resolved successfully.